Do trust and corporate social responsibility activities affect purchase intentions? An examination using structural equation modeling

  • Received November 4, 2020;
    Accepted December 8, 2020;
    Published December 15, 2020
  • Author(s)
  • DOI
  • Article Info
    Volume 16 2020, Issue #4, pp. 62-73
  • Cited by
    6 articles

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This work is licensed under a Creative Commons Attribution 4.0 International License

Organizations place great value on corporate social responsibility (CSR), as it has been found to influence customer attitudes and intentions. This study analyzed the impact of CSR on consumers’ purchase intentions. The significance of this study arises from the fact that all progressive companies are increasing their expenditure on CSR activities. In this study, purchase intention was considered as a dependent variable, while trust, ethical, and legal CSR activities were the independent variables. Data for the study was collected from 210 randomly chosen respondents from amongst consumers of Delhi and National Capital Region of India. The data, analyzed using Structural Equation Modeling, found that trust, ethics, and legal CSR activities directly impacted consumer purchase intentions. These results indicate that legal factors do not significantly influence the corporate decision on spending on CSR activities. On the other hand, ethical factors and trust factors significantly influence the corporate decision on expenditure on CSR activities. The findings highlight companies’ requirements to be conscious of their social image. Probable limitations of the study could include sample size and the number of variables chosen.

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    • Figure 1. Research model
    • Figure 1A. SEM output
    • Figure A2. CFA output
    • Table 1. Demographic profile
    • Table 2. Construct validity and reliability
    • Table 3. Discriminant validity
    • Table 4. Hypotheses testing
    • Conceptualization
      Imran Ali, Mohammad Naushad
    • Data curation
      Imran Ali
    • Formal Analysis
      Imran Ali
    • Writing – original draft
      Imran Ali
    • Investigation
      Mohammad Naushad
    • Methodology
      Mohammad Naushad
    • Resources
      Mohammad Naushad
    • Validation
      Mohammad Naushad
    • Visualization
      Mohammad Naushad
    • Writing – review & editing
      Mohammad Naushad, Sulphey M. M.
    • Project administration
      Sulphey M. M.
    • Software
      Sulphey M. M.
    • Supervision
      Sulphey M. M.