Do Consumers Trust Corporate Social Responsibility? The Differential Effects of Authentic and Performative CSR on Consumer Trust

Corporate Social Responsibility (CSR) has become an increasingly important strategic tool for firms operating in competitive and socially aware markets. However, with rising consumer skepticism, the distinction between authentic CSR and performative CSR has become crucial in determining whether consumers perceive CSR efforts as trustworthy and meaningful. In the context of developing economies, where CSR communication is rapidly evolving, it is essential to examine the factors that shape consumer trust in CSR initiatives. Therefore, the objective of this study is to evaluate the impact of authentic CSR (A-CSR) and performative CSR (P-CSR) on consumer trust (CT) in Bangladesh. Here, consumer trust serves as the dependent variable, whereas A-CSR and P-CSR function as the independent variables. A structured questionnaire was developed based on existing literature and disseminated online to 340 consumers across Bangladesh using a non- probability convenience sampling technique. A total of 170 completed responses were received, and after screening, 162 valid responses were retained (n = 162). SPSS (version 26) was used to perform correlation and regression analyses at the 5% significance level. The results reveal that authentic CSR has a strong and significant positive impact on consumer trust, while performative CSR demonstrates a significant negative influence. The study concludes with key implications for firms regarding CSR communication and strategic direction, as well as recommendations for future research.