Abstract: Corporate social responsibility (CSR) can positively affect financial performance by accumulating perceived moral capital, so an important topic in the theoretical and practical fields is how a company should fulfil its CSR to accumulate higher consumers' perceived moral capital for its own benefit. However, there is few researches on the relationship between CSR and consumers' perceived moral capital. In this paper, we trace back to the early stage of CSR research and divide CSR into technical CSR and institutional CSR from stakeholder theory. Through a pilot study, we prove that the effect of institutional CSR on consumers' perceived moral capital is real in reality. Furthermore, experiment 1 and experiment 2 verify that high institutional CSR can accumulate high consumers' perceived moral capital, and this process is mediated by altruistic attribution. Experiment 3 shows that the communication information frame of corporates moderates the effect of institutional CSR on consumers' perceived moral capital.

Key words: institutional corporate social responsibility, consumers' perceived moral capital, altruistic attribution, communication information frame