Abstract
Consumer scepticism toward CSR initiatives poses a significant challenge for companies, making effective communication strategies crucial. This study investigates how communication format (narrative vs. non-narrative) and message source (farmer vs. CEO) influence consumer CSR scepticism. Using a 2×2 online experiment (N=500), participants were exposed to CSR messages about animal welfare from a meat production company that varied in format and message source, with their CSR scepticism subsequently measured. Results revealed that narrative CSR communication generated significantly lower scepticism and more positive word-of-mouth compared to non-narrative formats. Additionally, messages delivered by a farmer produced lower scepticism, more positive word-of-mouth, stronger brand attitudes, and enhanced corporate reputation compared to messages delivered by a CEO. These findings show that narrative CSR communications as well as CSR communications with a farmer source lead to lower CSR scepticism. This research contributes to the literature of how narrative CSR communication impacts CSR scepticism, while offering practical guidance for meat production companies seeking to communicate animal welfare initiatives more effectively.