Consumer participation in corporate marketing activities is a strategy that induces positive responses from consumers. Recently, many companies have gone beyond simply promoting the production or sales of products, and have encouraged consumers to participate in their CSR activities. Despite the growing interest in consumer participation in CSRs, there is not enough research that could be a guide to the appropriate level of consumer participation. The study suggested that the participation efforts required by consumers could be perceived as two contradictory meanings, warm grow and costs, and these consumer perceptions are moderated by the construal level. Furthermore, we examined the influence of social support and anthropomorphism as ways to lower perception of costs and increase consumer's participation intention in CSR. Study 1 indicated that when social support was not primed, consumers with high construal level had higher participation intention as participation effort increased. This is because consumers with high construal level perceived the participation effort as a warm glow. However, consumers with low construal level had more negative intention to participate as participation effort increased because they perceived participation effort as costs. On the other hand, when social support was primed, consumers' intention to participate in CSR was relatively positive regardless of participation effort and construal level. This is because social support has lowered consumers' perception of costs. The results of study 2 showed that anthropomorphism can play the same role as social support, which also lowers consumers' perception of costs and increases participation intention. Finally, we suggested academic and practical implications based on the results of this study.