ArticlePloS one2026
What drives consumer participation in virtual CSR? The impact of external scenarios.
Article in PloS one, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Authors and funding
4 authors.
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Abstract
The proliferation of social media has transformed the fulfillment of corporate social responsibility (CSR) from traditional offline activities to emerging online methods, ushering in the era of Virtual CSR activities. This study focuses on the crucial issue of enhancing consumer engagement in Virtual CSR initiatives. Drawing upon the Theory of Planned Behavior and Perceived Risk Theory, this study empirically analyzes the factors influencing consumers' willingness and behavior to participate in Virtual CSR activities through questionnaire surveys. Our findings reveal that behavioral attitudes, perceived behavioral control, and external scenarios positively impact consumer willingness to participate, which in turn significantly promotes participation behavior. Furthermore, willingness to participate serves as a mediator between these factors and actual participation behavior. Based on these insights, we propose practical recommendations for enterprises to optimize their Virtual CSR strategies.
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