Corporate social irresponsibility (CSI) refers to violations of the social contract between corporations and society. Existing literature documents its tendency to evoke negative consumer responses toward the firm involved, including unethical consumer behaviors. However, limited research attention deals with its potential impacts on prosocial consumer behavior. With six studies, the current research reveals that when consumers perceive harm due to CSI, they engage in more prosocial behavior due to the arousal of their anger. This effect is weaker among consumers who find the focal CSI issue more personally relevant but stronger among consumers with strong self-efficacy for promoting justice. Perceptions of CSI harm increase with the degree of control that the focal firm has over the CSI. This research thus establishes an effect of CSI harm on prosocial consumer behaviors, through the emotional mechanism of anger; it further shows that consumers seek to restore justice by engaging in prosocial behaviors.

企业社会不责任（CSI）是指违反企业与社会之间的社会契约。现有文献记录了其倾向于引起消费者对相关公司的负面反应，包括不道德的消费者行为。然而，对其对亲社会消费者行为的潜在影响的研究关注有限。通过六项研究，当前的研究表明，当消费者感知到 CSI 造成的伤害时，他们会因为激起愤怒而采取更多亲社会行为。在发现焦点 CSI 问题与个人更相关的消费者中，这种效应较弱，但在促进正义的自我效能感较强的消费者中，这种效应较强。随着焦点公司对 CSI 的控制程度的增加，对 CSI 危害的看法也会增加。因此，本研究通过愤怒的情绪机制建立了 CSI 伤害对亲社会消费者行为的影响；它进一步表明消费者寻求通过参与亲社会行为来恢复正义。