Abstract
The marketing literature review we announced that previous studies have not dug in depth the effects of social responsibility and emotional attachment on the commitment to a biological product. Further than satisfying the target audience's emerging and latent needs, which are being trivialized, the marketer must find a comparative advantage over the main actors. Therefore, we intent in this research to integrate Corporate Social Responsibility (CSR) and emotional attachment to understand emotional commitment to the brand of an organic product? Affective commitment is inherent to a relational perspective that can address the volatility of the consumer and build a deep partnership. Our work target at showing the effect of CSR operating in the organic sector on stimulating the consumer's emotional commitment toward the company's products, while testing the mediating role of emotional attachment. For this, we conducted an empirical study involving 430 Saudi customers of the brand Yves Rocher. The results allowed us, on the one hand, to confirm the significance of the causal link between CSR and consumer emotional involvement and, on the other hand, to justify the thorough mediation of emotional attachment to this organic brand. These findings allowed us to identify ways for the professionals working in the organic sector to improve strategies. (C) 2017 The Authors. Published by IASE. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).