Two dimensions of CSR fit: the roles of company-cause and consumer-cause congruence

Purpose This study examines corporate social responsibility (CSR) fit as a two-dimensional construct by distinguishing between company-cause fit (organizational congruence) and consumer-cause fit (personal congruence). It aims to clarify the roles of these two types of fit in shaping consumer responses to CSR initiatives. Design/methodology/approach Two web-based experimental studies were conducted using a hypothetical sporting goods company. Study 1 employed a repeated-measures design to examine the effects of high versus low company-cause fit. Study 2 investigated the impact of consumer-cause fit within a low company-cause fit context by segmenting participants based on perceived cause importance. The outcome variables included company image, attitudes toward the company and behavioral intention. Findings The results of Study 1 indicate that company-cause fit significantly enhances consumer attitudes, with weaker effects on company image and behavioral intention. In contrast, Study 2 demonstrates that consumer-cause fit exerts a stronger and more consistent influence across all outcome variables, even when company-cause fit is low. These findings suggest that CSR effectiveness operates through two complementary mechanisms: organizational congruence, which primarily influences attitudinal evaluations and personal congruence, which more broadly shapes consumer responses. Practical implications The findings highlight the importance of aligning CSR initiatives with both a firm's core business and the value orientations of target audiences. While company-cause fit contributes to perceived credibility and favorable attitudes, consumer-cause fit can enhance overall effectiveness by increasing personal relevance. Managers should therefore adopt a dual approach that integrates brand alignment with audience segmentation to maximize the impact of CSR strategies. Originality/value This study advances CSR research by conceptualizing fit as a multi-dimensional construct and empirically demonstrating the distinct roles of organizational and personal congruence. By showing that consumer-cause fit can compensate for low company-cause fit, it provides new insights into how CSR initiatives influence consumer responses and offers a more nuanced understanding of CSR effectiveness.