Date of Award
2024
Thesis Type
Open Access
Degree Name
Honors Bachelor of Arts
Department
Business
Sponsor
Dr. Marc Fetscherin
Committee Member
Dr. David Lynn Painter
Committee Member
Dr. KC Raghabendra
Abstract
Purpose – The following study aims to explore how CEO gender influences consumer perceptions of CSR initiatives in terms of corporate environmental protection, corporate social equity, initiative credibility, and corporate trust. Design/Methodology/Approach – This two-by-two factorial design with repeated measures utilizes a survey-experiment administered to 260 US citizens via Prolific Academic. Participants are exposed to mockup news articles detailing the CSR initiatives (environmental protection or social equity focus) of a fictitious CEO (male or female). Findings – Results indicate that CEO gender does not significantly influence consumer perceptions of CSR initiative corporate environmental protection, corporate social equity, credibility, or corporate trust. However, findings do show a significant positive relationship between initiative credibility and social equity, and social equity, environmental protection, initiative credibility and corporate trust. Originality/Value – This study expands the literature on CSR communication and CEO branding, examining through the lens of consumer perceptions of CSR initiatives based on manipulated CEO gender.
Recommended Citation
Bown, Fiona E.; Fetscherin, Marc Dr.; Painter, David L. Dr.; and KC, Raghabendra Dr., "The Sustainable CEO: The Influence of CEO Gender on Consumer Perceptions of Corporate Social Responsibility Initiatives" (2024). Honors Program Theses. 221.
https://scholarship.rollins.edu/honors/221