When does corporate social responsibility build consumer loyalty? Cultural values as stage-specific moderators of identification processes

Purpose Existing research offers limited explanation of how individual cultural values influence the psychological processes linking corporate social responsibility (CSR) to consumer loyalty. This study aims to examine two sequential relationships, namely CSR action to corporate-consumer identification (CCI) and CCI to consumer loyalty and investigates whether individual cultural value orientations moderate these two relationships differently. Design/methodology/approach A moderated mediation model is tested using survey data from 630 Chinese consumers of ethical food products. CCI serves as the mediator between CSR and consumer loyalty and five Hofstede cultural dimensions operate as moderators across two distinct paths: the CSR to CCI path (identification formation) and the CCI to loyalty path (loyalty maintenance). Findings Results show that identification partially mediates the CSR–loyalty relationship. Collectivism exerts the strongest moderating influence across both stages – identification formation and loyalty maintenance. Power distance shows asymmetric effects, weakening identification formation but strengthening loyalty maintenance. Uncertainty avoidance and long-term orientation enhance both stages, while masculinity shows no effect. Originality/value This study specifies which cultural values influence identification-based loyalty formation, distinguishes moderation at the identification formation stage (CSR to CCI) from moderation at the loyalty maintenance stage (CCI to loyalty) and identifies which dimensions are most relevant in CSR contexts. Findings guide managers in allocating CSR investments and communication efforts across culturally heterogeneous consumer segments.