With the rise and widespread adoption of internet technology, consumers have gradually become directly involved in corporate social responsibility ( CSR) activities, known as consumer engagement in corpo- rate social responsibility ( CECSR) . However, there is still a debate on how CECSR affects consumers’ attitu- dinal perceptions of companies: some argue that it is positive to increase consumers’ favorability towards compa- nies, while others believe that it represents a transfer of CSR costs from companies to consumers, thereby reduc- ing consumers’ favorability. To explain the above phenomenon, this paper investigates how CECSR affects con- sumer evaluations of companies in the context of Taobao’ s “ Public Welfare Programme” . Through empirical re- search, this paper identifies two pathways through which CECSR affects consumer evaluations of companies: one is through perceived warmth, which positively influences consumer evaluations; the other is through perceived price markup, which negatively influences consumer evaluations. Moreover, this paper finds that the relation- ship between consumers’ perceived corporate participation in social responsibility activities and the companies’ ability to provide high-quality products strengthens the mediating effect of price markup.