Framing CSR communication to build corporate image and drive trial intention in regulated pharmaceutical markets

Purpose This study aims to examine how framing in corporate social responsibility (CSR) communication influences corporate image and consumers’ trial intention in highly regulated pharmaceutical markets and whether corporate image mediates this relationship. Design/methodology/approach The investigation applies an explanatory quantitative design via a cross-sectional survey of 358 Indonesian respondents and analyses the data using partial least squares structural equation modelling with second-order constructs. Findings CSR communication significantly predicts corporate image and trial intention. Corporate image strongly predicts trial intention and partially mediates the CSR–intention link. The model explains 73% of the variance in corporate image and 57.3% in trial intention. Research limitations/implications Cross-sectional design and purposive sampling limit generalisability; longitudinal or experimental studies are recommended. Practical implications Pharmaceutical firms should craft credible, consistent and transparent CSR messages framed around social value to strengthen corporate image and stimulate trial behaviours within regulatory constraints. Originality/value This study extends CSR communication research by introducing trial intention as an early-stage behavioural outcome in highly regulated pharmaceutical markets. It also applies framing theory to explain how CSR narratives shape consumer responses. An important gap is addressed, as prior work has largely concentrated on purchase intention in less restrictive sectors. The findings offer a transferable model for compliance-driven industries, providing both theoretical advancement and actionable guidance for strategic CSR communication.