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Consumer responses to corporate social responsibility (CSR) initiatives when compared to consumer responses to corporate abilities (CA) have been elusory. Relevant empirical research on the subject shows unclear results. The objective of this research is to examine key antecedents to consumer social responses (CnSR), in particular, the comparative effects of CSR initiatives and CA in the consumer purchasing behavior.

A choice‐based conjoint model was applied to quota consumer samples from two disparate countries (USA and Peru) in the shoe industry.

The results demonstrate that some CSR initiatives, such as companies' environmental commitments, along with some CA, such as product quality, significantly explain the nature of consumer responses and a trade‐off effect on consumers' willingness to pay for a product. The differences between the …