The Role of CSR-Stimulated Moral Elevation in Promoting Sustainable Consumer Behaviors (SDG 12): The Mediating Effect of Customer-Company Identification

Objective: This study investigates the role of CSR-stimulated moral elevation (CSRME) in promoting sustainable consumer behaviors (SCBs) aligned with SDG 12: Responsible Consumption and Production and strengthening Customer-Company Identification (CCI). It also examines whether CCI mediates the relationship between CSRME and SCBs. Theoretical Framework: The study is grounded in the Stimulus-Organism-Response (S-O-R) framework, which explains how CSRME (stimulus) influences CCI (organism) and drives SCBs (response). Method: A scenario-based experiment was conducted with 397 consumers of a sustainable fashion brand. PLS-SEM was employed to analyze the relationships between CSRME, CCI, and six SCBs: activism, buying less, mindful consumption, sustainable purchasing, sustainable use and disposal, and secondhand, vintage, and rental practices. Results and Discussion: Findings indicate that CSRME does not directly influence SCBs but plays a significant role in cultivating CCI, which in turn mediates the relationship between CSRME and SCBs. These results highlight the indirect impact of moral elevation on sustainability behaviors, reinforcing its relevance to SDG 12. Research Implications: The study extends CSR and consumer behavior research by identifying moral elevation as a primary emotional catalyst for customer-company identification and an indirect influencer of sustainable behaviors. Originality/Value: By emphasizing the emotional mechanism of moral elevation behind CSR engagement, this research offers new insights into how CSR can be leveraged to promote long-term sustainable consumption (SDG 12).