Engaging in strategic corporate social responsibility (CSR) initiatives is one of the strategies firms employ to positively influence stakeholder perceptions and induce desirable business outcomes. However, merely employing CSR initiatives may not always guarantee success, as poorly executed and inadequately managed CSR initiatives might be counterproductive for a company and even inhibit that company from reaping those initiatives’ benefits. The CSR literature claims that stakeholder participation and third-party organization (TPO) endorsements are effective CSR management approaches, yet little scholarly attention has been given to their effects on customers’ attitudes and intentions. To address the question pertaining to the impact of participation strategies (information, response, involvement) and third-party endorsement on CSR effectiveness determinants (perceived motives and skepticism) and customers’ intention to engage in a company’s CSR initiative, a 3 × 2 between-respondents factorial experiment with 213 Dutch health insurance clients was implemented. Results indicate that only stakeholder participation positively influences individuals’ intention to engage with the initiative, and that this effect is mediated by perceptions of CSR motives and low levels of skepticism.

中文翻译：

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共同管理企业社会责任 (CSR)：利益相关者参与和第三方组织 (TPO) 认可对企业社会责任倡议有效性的影响

参与战略性企业社会责任 (CSR) 计划是公司用来积极影响利益相关者的看法并产生理想业务成果的策略之一。然而，仅仅采用 CSR 计划可能并不总是能保证成功，因为执行不力和管理不善的 CSR 计划可能对公司产生反作用，甚至会阻止该公司从这些计划中获益。CSR 文献声称利益相关者参与和第三方组织 (TPO) 认可是有效的 CSR 管理方法，但学术界很少关注它们对客户态度和意图的影响。解决与参与策略的影响有关的问题（信息、响应、参与）和第三方对 CSR 有效性决定因素（感知动机和怀疑）的认可以及客户参与公司 CSR 计划的意图，对 213 名荷兰健康保险客户实施了 3 × 2 受访者间因子实验。结果表明，只有利益相关者的参与才能对个人参与倡议的意图产生积极影响，而且这种影响是通过对企业社会责任动机的看法和低水平的怀疑来调节的。