Researchers have become increasingly interested in the strategic value of transparency in corporate social responsibility (CSR) communication in recent years. However, transparency research in CSR communication is still scarce. In particular, little research has examined whether the effects of transparency may depend on contextual factors, such as whether an organization is associated with a stigmatized industry. Grounded on legitimacy theory, this experiment examined the effect of CSR messages on supportive communication intent, purchase intent, and skepticism. Results reveal a main effect of transparency on purchase intent and a main effect of stigmatization on skepticism. Most importantly, there was an interaction, such that a higher level of transparency reduced skepticism when a more stigmatized industry was involved. The results contribute to further contextualizing transparency and CSR research.

中文翻译：

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战略 CSR 沟通中的透明度和行业污名化

近年来，研究人员对企业社会责任 (CSR) 沟通中透明度的战略​​价值越来越感兴趣。然而，CSR沟通中的透明度研究仍然很少。特别是，很少有研究检查透明度的影响是否可能取决于背景因素，例如一个组织是否与一个被污名化的行业相关联。该实验基于合法性理论，检验了 CSR 信息对支持性沟通意图、购买意图和怀疑态度的影响。结果揭示了透明度对购买意图的主要影响和污名化对怀疑的主要影响。最重要的是，存在一种相互作用，因此当涉及一个更加污名化的行业时，更高的透明度会减少怀疑。