Purpose The purpose of this paper is to assess the impact of CSR initiative preference, customer helping orientation and customer participation on willingness to engage in CSR and to demonstrate the influence this engagement has on their commitment and loyalty to the organisation. Design/methodology/approach This study entailed an online survey of customers from a large not-for-profit organisation (n = 210). Choice modelling is used to test a structural equation model of drivers and outcomes of willingness to engage in CSR. Findings Results demonstrate the CSR initiative preferred by customers has a stronger impact on their willingness to engage with the CSR initiative (volunteering their time, effort, money) than either customers' helping orientation or customer participation. Furthermore, willingness to engage in CSR influences customer commitment and loyalty to support and recommend the organisation. Research limitations/implications The results clearly demonstrate the significant impact that customers' preferences for and willingness to engage in CSR initiatives have on customers' relationship with not-for-profit organisations. Social implications The results highlight the importance of taking into account customer preferences for CSR issues to encourage customers to engage in CSR initiatives designed to benefit society. Originality/value Traditionally CSR literature has focused on how commercial firms' engagement in CSR creates value for the firm and society. The marketing literature has focused on how customer engagement in brand communities benefits the firm. This study extends the research by exploring customers’ willingness to engage in CSR with not-for-profit organisations. It uses Choice modelling to demonstrate the impact of customer preferences for local and aligned CSR initiatives on customer willingness to engage.

中文翻译：

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客户参与企业社会责任计划的驱动力和关系收益

目的本文的目的是评估企业社会责任倡议的偏好，客户帮助取向和客户参与度对参与企业社会责任意愿的影响，并证明这种参与度对其对组织的承诺和忠诚度的影响。设计/方法/方法这项研究需要对来自大型非营利组织（n = 210）的客户进行在线调查。选择模型用于测试驱动力和参与企业社会责任意愿的结果的结构方程模型。调查结果表明，与客户的帮助导向或客户参与相比，客户偏爱的CSR举措对他们参与CSR举措的意愿（自愿花费时间，精力，金钱）的影响更大。此外，参与企业社会责任的意愿会影响客户对支持和推荐组织的承诺和忠诚度。研究的局限性/结果该结果清楚地表明，客户对CSR计划的偏好和参与意愿对客户与非营利组织的关系产生了重大影响。社会影响结果强调了考虑客户对CSR问题的偏好以鼓励客户参与旨在造福社会的CSR计划的重要性。原创性/价值传统上，企业社会责任文献集中于商业公司参与企业社会责任如何为企业和社会创造价值。营销文献集中于品牌社区中的客户参与如何使公司受益。这项研究通过探索客户与非营利组织进行CSR的意愿来扩展研究范围。它使用Choice建模来证明客户对于本地和统一的CSR计划的偏好对客户参与意愿的影响。