Labor-Related CSR Communication: The Impact of Claim Types on Perceived Credibility, Skepticism, and Brand Trust

Abstract

<p>This study fills a gap in the literature and focuses specifically on labor-related CSR communication that is used by apparel retailers. In particular, this study extends the environmental marketing literature to the examination of the effect of retailers’ labor-related CSR claim types on the perceived claim skepticism, claim credibility, and subsequent brand trust. Specifically, it is proposed that associative (vs. substantive) claims will generate higher perceptions of claim skepticism (H1), lower perceptions of claim credibility (H2), and lower brand trust (H3). Further, perceived claim skepticism (H4a) and claim credibility (H4b) will mediate the effect of claim type on brand trust.</p>