Abstract

Amid ongoing debates questioning the efficacy of corporate social responsibility (CSR) communication styles, this study aims to shed light on the impact of the congruence between individuals’ interpretation styles of received information and CSR message types on their attitudes and intentions toward the communicating company. It provides insights into the interplay of the Moroccan consumer attribution styles (ASs) and CSR message types in its responses to companies’ “social responsibility communication and initiatives.” An online questionnaire was administered to Moroccan consumers exposed to a company’s CSR messages, yielding a sample of 508 participants. The findings suggest a Moroccan national culture characterized by a collectivist orientation, with Moroccan consumers exhibiting an AS that is predominantly situational rather than dispositional. Moreover, these findings reveal that collectivist consumers demonstrate favorable attitudes and intentions toward supporting the firm only when their AS aligns effectively with the appropriate CSR message. This research intends to provide national marketers and corporations with enhanced knowledge regarding the delivery of CSR messaging to Moroccan consumers.