Purpose - This study identifies, specifies, and examines the variables that mediate the link between firms □ involvement in corporate social responsibility (CSR) and customers □ willingness to pay premium prices for CSR (WTP for CSR). Methodology - Theoretical and alternative models were first proposed from reviewing the literature. Subsequently, a survey was administered to 212 users of shipping logistics services in Singapore. Based on the obtained data, the proposed models were analysed and compared using structural equation modelling. Findings - The link between CSR and WTP for CSR was found to be indirect and mediated by personal factors including customer satisfaction, CSR belief, and customer loyalty. It was also found that practising CSR in conjunction with service quality result in greater customer satisfaction, which subsequently elicits positive behavioural intentions and responses. Implications - In general, CSR can be employed as a strategy to satisfy customers□ psychosocial needs. However, customer satisfaction is a necessary but insufficient condition for customers to be willing to pay for CSR. Instead, CSR beliefs and customer loyalty, which are to a small extent influenced by customer satisfaction, are the true determinants of WTP for CSR. Originality -This is one of the few papers that focus on examining the mediating processes between CSR and WTP for CSR. A robust method using model comparison was adopted to rigorously test the hypotheses of this study.