Socially responsible markets involved in the consumer-organization identification process

Over the past two decades, the major actors in the markets, consumers and organizations, have become increasingly concerned about their social responsibilities. Companies conceive strategies and mechanisms to be identified as socially responsible organizations, and (the) socially responsible consumers identify themselves with those organizations they believe to match their concerns. The existing literature provides advances in this line but there are still inconsistences and knowledge gaps, mainly in understanding the underlying corporate social responsibility processes. To contribute to fill this gap, our research benefits from prior advances to provide a theoretical Socially Responsible Market cause-effect model that is validated. The model is valuable for organizations as it explains the impact of social responsibility perceptions on attitudes and consumer behaviour, which gathers latent responsible markets.