Engaging in CSR: The effect of perceived corporate greenwashing in the CSR fit-purchase intention relationship, depending on the sector’s social responsible reputation.

Corporations have increasingly been engaging in corporate social responsibility (CSR). However, there are some inconsistent findings regarding the relationship between CSR fit and purchase intention. The aim of the current study is to examine what factors influence this relationship. Based on a literature review, CSR fit is proposed to negatively influence perceived corporate greenwashing (PCG) and this is moderated by a sector’s social responsible reputation (SSRR). PCG in turn influences purchase intentions negatively as well. It is concluded that corporations need to assess their SSRR and trust first, before deciding on which CSR activities they are going to engage in.