Abstract
This study examines how different Corporate Social Responsibility (CSR) orientations—community and environment—affect consumer evaluations. While CSR is widely recognized as influencing consumer perceptions, its effectiveness depends on various moderating and mediating factors. Using a 2x2 experimental design, the study investigates the roles of self-reference and message credibility in shaping consumer attitudes, trust, and purchase intentions. Community-oriented CSR emphasizes local support and philanthropy, whereas environment-oriented CSR focuses on sustainability efforts. Self-reference, or the personal relevance of CSR messages, influences how consumers process information, while message credibility determines trustworthiness. Findings suggest that community CSR generates stronger emotional engagement, whereas environmental CSR requires additional reinforcement. The study highlights the importance of aligning CSR messaging with consumer expectations and ensuring message credibility. By exploring the interplay of these factors, the research provides insights for companies to optimize CSR communication strategies and enhance consumer responsiveness to their social and environmental initiatives.