LGBTQ+-supportive CSR in India: the influence of CSR levels and issue involvement on public responses

Purpose This study examines Indian citizens’ responses to LGBTQ+-supportive corporate social responsibility (CSR) initiatives. Drawing upon literature on levels of CSR and expectancy violation theory, this study examines the impact of different levels of CSR engagement on public attitudes and behavioral intentions. It also explores the moderating role of individuals' issue involvement and the mediating role of CSR authenticity. Design/methodology/approach A between-subjects experimental design was employed to analyze the impact of two levels of LGBTQ+-supportive CSR (proactive vs passive) on individuals’ attitudes and behavioral intentions toward a company’s LGBTQ+ CSR programs in India. Findings The results indicate that proactive LGBTQ+-supportive CSR efforts lead to more favorable consumer attitudes than passive approaches. This effect is mediated by the perceived authenticity of the company’s efforts and holds true across both high and low levels of consumer issue involvement. However, under passive conditions, highly involved individuals exhibit amplified negative reactions, presenting a potential risk for corporations adopting such an approach. Practical implications The findings offer valuable insights for public relations professionals, guiding strategic decisions on implementing LGBTQ+-supportive CSR initiatives in a developing economy such as India. Originality/value This study is unique in its approach of examining the stigmatized issue in the non-Western context. Also, this study is novel in the area of international CSR by explaining the impact of varying CSR levels and issue involvement on individuals’ CSR-supportive behaviors through CSR authenticity.