Influence of the dimensions of CSR activities on consumer purchase intention
-
DOIhttp://dx.doi.org/10.21511/im.14(1).2018.03
-
Article InfoVolume 14 2018, Issue #1, pp. 23-32
- Cited by
- 2744 Views
-
437 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Over the years, the number of organizations investing in CSR activities has increased considerably. This increase is partially attributable to the intention of the organizations to give back to the society to repair and reduce the loss their intentional or unintentional actions might have caused to the environment. The government’s decision to make it mandatory for businesses to invest a small part of their net profit in social welfare activities has also helped nudge the organizations towards CSR activities. However, the question whether this investment influences customers’ intention to purchase the product in any manner remains an unresolved paradox. Limited researches have been conducted in this area to explore and establish the relationship if any between CSR and consumer purchase intention. This research focuses on the five different factors of CSR comprising of loyalty, morality, awareness, behavior and environment, which are identified from the previous literature. With the help of these factors, the authors researched and established the relationship between them and consumer purchase intention. In this descriptive research, the research questionnaire was distributed to 1500 respondents, using convenient sampling method, out of which 319 responses were finally obtained for the analysis purpose. After testing the reliability and validity of the data, the five hypotheses were tested using SEM (Structural Equation Modeling). It was found that all the five hypotheses were supported and thereby acknowledged the significant influence of CSR related activities performed by companies on the consumer purchase intention. The CSR driven morality is emerging to be the most important dimension that appears to influence the consumer purchase intentions. These finding will help decision-makers to formulate their promotion activities in such a manner that it aligns with the value system of the consumers and increase the overall consumer base.
- Keywords
-
JEL Classification (Paper profile tab)D11, M14, M31
-
References45
-
Tables5
-
Figures3
-
- Fig. 1. Conceptual framework of influence of CSR on consumer purchase intention
- Fig. 2. Confirmatory Factor Analysis model
- Fig. 3. SEM analysis model
-
- Table 1. Literature review summary
- Table 2. Reliability analysis
- Table 3. Confirmatory Factor Analysis results
- Table 4. Index of the fit of the model
- Table 5. Results of hypotheses test
-
- Agarwal, G. (2013). The Impact of Corporate Social Responsibility on Consumer Behavior.
- Anim, P. A., & Cudjoe, A. G. (February 2015). The Influence Of CSR Awareness On Consumer Purchase Decision Of A Telecommunication Network In Ghana. International Journal of Scientific & Technology Research, 4(2).
- Balcerowicz, L. (2015). Fryzel. Corporate Social Responsibility: Some Clarifications and Questions.
- Bueble, E. (2009). Corporate Social Responsibility: CSR Communication as an Instrument to Consumer-Relationship Marketing. GRIN Verlag, New York.
- Campbell, J. L. (2007). Why Would Corporations Behave in Socially Responsible Ways? An Institutional Theory of Corporate Social Responsibility. Academy of Management Review, 32(3), 194-967.
- Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer – do ethics matter in purchase behavior?
- Carroll, V. (1991). The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders. Business Horizons.
- Carroll, A., & Shabana, K. (2010). The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice. International Journal of Management Review.
- Chen, Mei-Hua, Tai, Pei-Ni, & Chen, Bryan H. (2016). The Relationship among Corporate Social Responsibility, Consumer-Company Identification, Brand Prestige, and Purchase Intention. International Journal of Marketing Studies, 7(5).
- CNN International Edition.
- Creyer, E. H. (1997). The influence of firm behaviour on purchase intention: do consumers really care about business ethics? Journal of Consumer Marketing.
- Dahlsrud, A. (2006). How corporate social responsibility is defined: An analysis of 37 definitions. Corporate Social Responsibility and Environmental Management.
- Danko, D. S., Goldberg, J. R., Goldberg, S., & R. A., G. (2008). Corporate social responsibility: The United States vs. Europe. The Journal of Corporate Accounting and Finance.
- Davis, K. (1960). Can business afford to ignore its social responsibility? California Management Review.
- Eshra, N., & Beshir, N. (2017). Impact of Corporate Social Responsibility on Consumer Buying Behavior in Egypt. World Review of Business Research, 7(1), 32-44.
- Fallah Tafti, S. F. (2012). Assessment the corporate social responsibility according to Islamic values (Case Study: Sarmayeh Bank). 8th International Strategic Management Conference, Iran.
- General circular 01/2016, 05/19/2915-CSR.
- Guisheng Jin, D. C. (2014). The Role of Moral Identity in Consumers’ Purchase. International Conference on Global Economy, Commerce and Service Science (GECSS 2014).
- Gupta, M. (2012). Corporate Social Responsibility in the Global Apparel Industry: An Exploration of Indian Manufacturers’ Perceptions.
- Hazel H. Huang, V.-W. M.-E. (2012). Are Consumer and Brand Personalities the Same? Are Consumer and Brand Personalities the Same? 29(5).
- Ho, Han Chiang, Awan, Mahmood A.; Khan, Habib Ullah (2016). Luxury Brands and Corporate Social Responsibility: A Perspective on Consumers’ Preferences. Journal of International Management Studies, 16(1), 77-81.
- Jeremy, & Moon (2004). Government as a Driver of Corporate Social Responsibility (Research Paper Series No. 20-2004).
- Kang, J. H., Kozar, J. M. (2016). Purchase Intention of Socially Responsible Apparel Goods: Investigating Consumers Cross-Culturally. In M. Groza, C. Ragland (Eds.), Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.
- Karl Aquino, A. R. (2002). Journal of Personality and Social Psychology. The self-importance moral identity, 83(6), 1423-1440.
- Katzel, T. A. (2011). The 2008 Financial Crisis and Its Aftermath: Addressing the Next Debt Challenge. (Occasional Paper 82).
- Księżak, P. (2016). The Benefits from CSR for a Company and Society. Journal of Corporate Responsibility and Leadership Contemporary Challenges in Corporate Social Responsibility, 3(4).
- Lina, L., & Berg, H. (2012). The Effect of Perceived CSR on Customer Loyalty. An empirical study into consumer behaviour on the Swedish chocolate market.
- Mazurkiewicz, P. (2004). Corporate environmental responsibility: Is a common CSR framework possible? Washington, DC: World Bank.
- Mohr, L., Webb, D., & Harris, K. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. The Journal of Consumer Affairs, 35(1), 45-67.
- Mulaessa, N., & Wang, H. (2016). The Effect of Corporate Social Responsibility (CSR) Activities on Consumers Purchase Intention in China: Mediating Role of Consumer Support for Responsible Business. International Journal of Marketing Studies, 9(1).
- Mullerat, R. (2010). International Corporate Social Responsibility: The Role of Corporations in the Economic Order of the 21st Century, Kluwer Law International (pp 278-294). Netherlands.
- Mullerat, R. (2013). Corporate Social Responsibility: A European Perspective. The Jean Monnet/Robert Schuman Paper Series, 13(6).
- Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing.
- Paswan, A. (2009). Confirmatory Factor Analysis and Structural Equations Modeling. An Introduction, Department of Marketing and Logistics, COB, University of North Texas, USA.
- Perry, P., & Towers, N. (2013). Conceptual Framework Development for CSR Implementation in Fashion Supply Chains. International Journal of Physical Distribution & Logistics Management.
- Qasim, S., Siam, Mohammad R. A., Sallaeh, Salniza Bt Md. (2017). The Impact of CSR on Consumers Purchase Intention: The Mediating Role of Corporate Reputation and Moderating Peers Pressure. International Journal of Supply Chain Management IJSCM, 6(3).
- Roitto, A. (2013, April). Oulun Yliopisto. Factors Affecting Corporate Social Responsibility Disclosure Ratings.
- Schwartz, M., & Carroll, A. (2003). Corporate Social Responsibility: A Three-Domain Approach. Business Ethics Quarterly, 13(4), 503-530.
- Sen, S., & Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research.
- Sharma, V., Sonwalkar, J., & Kapse, M. (2013). Consumer Purchase Behaviour for Green Products. International Journal of Economics & Business Administration, I(4), 50-65.
- Su, Y. K., & Chang, B. (2015). Consumer purchase intentions to corporate social responsibility. Managing Intellectual Capital and Innovation for Sustainable and Inclusive Society. Does doing good’ always lead to ‘doing better.
- Vahdati, H., Mousavi, N., & Tajik, Z. (2015). The Study of Consumer Perception on Corporate Social Responsibility Towards Consumers Attitude and Purchase Behavior. Asian Economic and Financial Review, 5, 831-845.
- Veersalu, L. (2011). The importance of corporate social responsibility in Estonia consumerʼs purchasing decisions. Bachelorʼs Thesis of Tallin Universityʼs Baltic Film and Media School, Estonia.
- Yam, S. (2013). The practice of corporate social responsibility by Malaysian developers. Property Management.
- Zairi, M., & John, P. (2002). The impact of social responsibility on business performance. Managerial Auditing Journal.