Authenticity is a critical concept affecting consumers’ judgments of brands, as well as CSR programs. However, while much research has examined the impact of authenticity, there is less understanding regarding the dimensions that influence consumers’ perceptions of authenticity, especially within the CSR domain. Thus, the purpose of this research is (1) to identify the dimensions of CSR authenticity and (2) to develop and validate a multi-dimensional scale to assess it. Our findings support a seven-dimensional scale with the following dimensions: community link, reliability, commitment, congruence, benevolence, transparency, and broad impact. In addition, our findings support the efficacy of CSR authenticity for predicting positive consumer attitudes and intentions toward the firm. Marketing implications are discussed.

Introduction

Organizations commonly expect to reap the benefits from their corporate social responsibility (CSR) endeavors. However, insincere initiatives may leave a negative or conflicting impression on stakeholders if consumers feel the organization is not really committed to the cause (Wagner, Lutz, & Weitz, 2009). Indeed, although increased attention has been given to CSR as the main vehicle by which organizations address stakeholders’ social concerns, some research has shown negative consequences of CSR such as mistrust and skepticism surrounding the attempts of doing good (Wagner et al., 2009). Thus, although CSR endeavors are supposed to benefit society and support communities, they are increasingly viewed as a tactic for covering up companies’ societal harms (Delmas & Burbano, 2011). For example, the National Football League (NFL) has long and explicitly presented itself as a devoted ambassador of promoting the breast cancer awareness campaign.