Discussion and conclusion
Building on both the CSR and moral foundations literatures, we theorized that the congruence between consumers' moral foundations and CSR domains would elicit more positive reactions to a company engaging in CSR. Specifically, two studies provided general support for our prediction that consumers with greater individualizing moral concerns react more positively to CSR domains perceived as more individual-oriented whereas domains perceived to be more group-oriented are evaluated more positively by consumers with greater binding moral concerns. Furthermore, we demonstrated that such consumerdomain congruence is sensitive to positive CSR actions but not to CSR lapses. Finally, we found that consumer-company identification is the underlying process driving the consumer-domain congruence effect on pro-company reactions. Below, we discuss the contributions of our study to both marketing theory and practice followed by a discussion of study limitations and future research opportunities.
