Corporate Social Responsibility Authenticity and Consumer Loyalty in Ride‑hailing Platforms: the Mediating Role of Consumer Well‑being

In digitally mediated services, ride‑hailing platforms increasingly adopt corporate social responsibility initiatives to enhance legitimacy and strengthen consumer relationships. Understanding how consumers evaluate these initiatives is particularly important in digital service contexts, where perceptions of authenticity strongly influence behavioural outcomes. This study examines how four antecedents of corporate social responsibility evaluations—corporate social responsibility fit, perceived impact, reparative motives, and self‑serving motives—shape consumers’ perceptions of corporate social responsibility authenticity. It further analyses how perceived authenticity affects customer well‑being and loyalty in ride‑hailing services. Data were collected through an online survey of 326 users. Results indicate that corporate social responsibility fit, perceived impact, and reparative motives positively enhance perceived authenticity, whereas self‑serving motives negatively affect it. Perceived authenticity positively influences customer well‑being and loyalty and mediates the relationship between well‑being and loyalty. These findings highlight authenticity as a key mechanism linking corporate social responsibility initiatives to consumer outcomes.