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In pursuit of goodwill? The cross-level effects of social enterprise consumer behaviours

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  • Tsai, Juin-Ming
  • Hung, Shiu-Wan
  • Yang, Ting-Ting

Abstract

Social innovation and social enterprises have not only changed the concept of operating nonprofit organisations but have also blurred the line between society and business. The current social purpose environment is dynamic and continuously evolving, with firms needing to balance dual social-business goals. This paper employs the decomposed theory of planned behaviour to deconstruct goodwill and commerce factors and analyses the behavioural intentions of consumers when they are purchasing social enterprise products and services. Additionally, this study uses a cross-level perspective to examine the role of reference groups and adopts a hierarchical linear model for verification. The results suggest that consumer behavioural intention increases with the level of perceived behavioural control. Attitude is the main factor influencing consumer purchases of social enterprise products and services. Furthermore, consumers consider the opinions of members of their reference groups when purchasing social enterprise products. This study suggests that social enterprises can communicate service concepts and strengthen product links by highlighting their goodwill-related nature. They should also increase the transparency of organisational operations to enhance consumer confidence in social enterprise products and positive goodwill connectivity.

Suggested Citation

  • Tsai, Juin-Ming & Hung, Shiu-Wan & Yang, Ting-Ting, 2020. "In pursuit of goodwill? The cross-level effects of social enterprise consumer behaviours," Journal of Business Research, Elsevier, vol. 109(C), pages 350-361.
    • Handle: RePEc:eee:jbrese:v:109:y:2020:i:c:p:350-361
    DOI: 10.1016/j.jbusres.2019.11.051
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    2. Maria Csutora & Gabor Harangozo & Cecilia Szigeti, 2022. "Factors behind the Consumer Acceptance of Sustainable Business Models in Pandemic Times," Sustainability, MDPI, vol. 14(15), pages 1-18, August.
    3. Ching Yin Ip & Chaoyun Liang, 2023. "Would customers of social enterprises become social entrepreneurs?," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(3), pages 1454-1464, April.
    4. Chang, Dae Ryun & Kim, Qurie, 2022. "A study on the effects of background film music valence on para-social interaction and consumer attitudes toward social enterprises," Journal of Business Research, Elsevier, vol. 142(C), pages 165-175.
    5. Noelia Salido-Andres & Nuria Garcia-Rodriguez & Silvia Cachero-Martinez, 2022. "Connecting Social Enterprises and Sustainable Consumption: Systematic Review, Bibliometric Analysis, and Conceptual Framework," Sustainability, MDPI, vol. 14(20), pages 1-20, October.
    6. Lin, Yi-Hsin & Lin, Feng-Jyh & Wang, Kuo-Hsiung, 2021. "The effect of social mission on service quality and brand image," Journal of Business Research, Elsevier, vol. 132(C), pages 744-752.
    7. Pundziene, Asta & Gerulaitiene, Neringa & Bez, Sea Matilda & Georgescu, Irène & Mathieu, Christopher & Carrabina-Bordoll, Jordi & Rialp-Criado, Josep & Nieminen, Hannu & Varri, Alpo & Boethius, Susann, 2023. "Value capture and embeddedness in social-purpose-driven ecosystems. A multiple-case study of European digital healthcare platforms," Technovation, Elsevier, vol. 124(C).
    8. Mikołajczak, Paweł, 2022. "Determinants of precarious employment in social enterprises in Central and Eastern Europe," Journal of Business Research, Elsevier, vol. 146(C), pages 398-408.
    9. Huimin Li & Jianyuan Huang & Jiayun Liu, 2022. "External Support for Elderly Care Social Enterprises in China: A Government-Society-Family Framework of Analysis," IJERPH, MDPI, vol. 19(14), pages 1-22, July.

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