Linking Corporate Social Responsibility to Customer Citizenship Behavior: The Mediating Effect of Affective Commitment in the Fuel Retail Context

Abstract

This study investigated the relationship between Corporate Social Responsibility (CSR) and Customer Citizenship Behavior (CCB), focusing on the mediating role of affective commitment grounded in Social Exchange Theory. A new conceptual model was developed and tested using data from 397 Malaysian petrol station customers, analyzed through Structural Equation Modelling (SEM). The findings showed a positive and significant link between CSR and CCB, suggesting that CSR initiatives effectively encourage customers to engage in voluntary, supportive behaviors. However, affective commitment did not significantly mediate this relationship, indicating that while commitment remains relevant in customer–brand interactions, it may not be the primary mechanism through which CSR perceptions lead to citizenship behaviors in this context. The study also found that demographic variables particularly age and frequency of visits moderated the CSR–CCB relationship. Younger customers and those visiting more frequently displayed stronger responsiveness to CSR activities. Additionally, perceived authenticity of CSR emerged as an important factor shaping customer reactions, highlighting the need for transparent and sincere CSR communication. Overall, the results underscore the strategic value for petrol stations of investing in meaningful CSR initiatives and cultivating brand loyalty to encourage positive customer behaviors