The impact of corporate social responsibility expectations on purchase intention of social enterprise products

Ng, Mark

doi:10.1108/sej-01-2022-0001

Cited by 4 publications

(2 citation statements)

References 124 publications

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“…These studies found that legal CSR activities were indeed associated with increased purchase intention, but only when those activities were perceived as genuine. If consumers felt that a company was engaging in legal CSR activities to gain favor or avoid negative publicity, they were less likely to buy from it (Ng, 2022;Vu et al, 2022;Zhuang et al, 2022). Voluntary compliance with all applicable rules and regulations enhances the organization's image in customers' minds (Carroll, 1991b).…”

Section: Literature Reviewmentioning

confidence: 99%

Effect of CSR activities on customers’ purchase intention: The mediating role of trust

Ali,

Naushad,

Jaafar Alasmri

2023

Innovative Marketing

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Corporate social responsibility (CSR) is the belief that businesses must consider ethical, social, and environmental issues when making decisions. Several studies have found that CSR improves corporate performance. Moreover, CSR is thought to increase consumer trust and purchase intention. This study investigates the effect of CSR activities on customers’ purchase intentions and the mediating role of trust. It draws linkages and establishes that businesses can improve their bottom lines while positively affecting society by acting responsibly.The present study selected two independent variables (ethical corporate social responsibility and legal corporate social responsibility) alongside one dependent variable (purchase intention) and one intervening variable (trust). The sample comprises two hundred and thirty respondents from India’s National Capital Region (NCR), Delhi, and nearby regions. The data were examined using structural equation modeling (SEM). The results showed that CSR activities significantly positively affected customers’ purchase intention. Furthermore, trust mediated the linkages between CSR activities and customers’ purchase intention. The findings suggest that CSR activities can increase customers’ purchase intention by fostering trust. In other words, when customers trust a firm, they are more likely to intend to purchase its products or services. CSR managers should therefore focus on creating and maintaining trust with their customers. In addition, findings suggest that firms should be conscious of their social image. This study offers significant insights because they show that any business can be successful and socially responsible. Acknowledgment This study is supported via funding from Prince Sattam bin Abdulaziz University project number (PSAU/2023/R/1444).

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Section: Literature Reviewmentioning

confidence: 99%

Effect of CSR activities on customers’ purchase intention: The mediating role of trust

Ali,

Naushad,

Jaafar Alasmri

2023

Innovative Marketing

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show abstract

“…Further, Schill and Godefroit-Winkel (2021) examined the influence of CSR on consumer emotions which in turn influence CA towards the shopping mall. Most recently, Ng (2022) investigated how perceived CSR relate to CA regarding social enterprise products and found positive effects. Both Stadlthanner et al (2022) and Lee and Lin (2022) studied how CSR advertisements affect CA and found a positive significant influence.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Assessing impact of consumer perceived CSR on consumer attitude and purchase behaviour in retail segment: a stakeholder theory perspective

Rathore

Saha

Chakraborty

et al. 2022

SBR

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Purpose This study aims to examine the relationship between the perception of consumers about corporate social responsibility (CSR) and consumers’ purchasing behaviour in the retail sector. Specifically, this study investigates the impact of perceived CSR on consumer attitude and behaviour and the influence of attitude on the relationship between perceived CSR and purchase behaviour. Design/methodology/approach In this study for collection of the data, an online questionnaire was distributed among the Indian retail consumers. From the collected primary data set, 249 data points were found fit for analysis. Further, the direct, indirect and moderating effects were evaluated using the structural equation modelling technique. Findings It is identified that while perceived CSR has a significant influence on consumer purchase behaviour, consumer attitude is having an insignificant impact on the relationship between perceived CSR and purchase behaviour. The findings of this study also show that consumer demographics do not have any moderating impact on the relationship between perceived CSR and purchase behaviour. Research limitations/implications The findings of this study are useful to retail managers interested in enhancing CSR. The results of this study suggest that retailers should focus on strengthening consumers’ perceptions about retailers’ CSR initiatives and enhancing co-creation activities. As an extension to this research, further study can include more potential mediators like consumer effectiveness and timing of CSR initiatives. Originality/value This study applies stakeholder theory as well as extends the classic theory of planned behaviour model and proposes the establishment of links among consumers’ perceptions about CSR, consumer attitude and behaviour around the retail sector. In addition, this study considers not only overall consumer behaviour but also specific dimensions of consumer behaviour, namely, loyalty, intention and satisfaction.

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Social Responsibility in Marketing

Ganesan¹,

Sadaa²,

Kareem³

et al. 2022

Artificial Neural Networks and Structural Equation Modeling

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The impact of corporate social responsibility expectations on purchase intention of social enterprise products

Cited by 4 publications

References 124 publications

Effect of CSR activities on customers’ purchase intention: The mediating role of trust

Effect of CSR activities on customers’ purchase intention: The mediating role of trust

Assessing impact of consumer perceived CSR on consumer attitude and purchase behaviour in retail segment: a stakeholder theory perspective

Social Responsibility in Marketing

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