IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v7y2018i2p30-46.html
   My bibliography  Save this article

Corporate Social Irresponsibility and Purchase Intention:The Mediating role of Corporate Reputation and Consumer Attitude

Author

Listed:
  • Juniter Kwamboka Mokua

    (School of Management Huazhong University of Science & Technology, Wuhan, P.R. China)

  • Yongqiang Gao

    (School of Management Huazhong University of Science & Technology, Wuhan, P.R. China)

  • Duke D Obonyo

    (Huazhong Normal University,Wuhan, P.R. China)

Abstract

An important objective of business research is to understand how organizational practices can influence consumer attitude and behaviorsin order to help achieve organizational goals via consumer purchase intention. It was proposed and found in this study that consumers’ perceptions of certain Corporate Social Irresponsible (CSI) practices serves as antecedents of consumer purchase intention (PI) via corporate reputation (CR) and consumer attitude (CA). On the one hand, this finding may help understand the “black box†between CSI practices and PI. On the other hand, while CR refers to customers’ evaluations of the reputation of the organization and CSI represent a significant channel the organization uses to channel its irresponsible behavior to the community, CR and CA literatures have not comprehensively examined the effect of CSI practices on consumers CA and CR beliefs. The findings in the hierarchical regression from a sample of 455 consumers of products in a large corporate organization in Kenya as a study documenting a negative association between CSI practices and CR and CA with PI suggests that consumers draw inferences from the CSI-related treatment they receive in assessing the supportiveness of the organization. By implementing CSI practices that demonstrate the organization does not care about the community and values their contribution, organizations are likely to be perceived as engaging in a high level of irresponsible behaviour. The results of this study add to our knowledge about the antecedents of CR and CA. Moreover, this study bridges the gap in the literature, by combining CSI, CR, CA and PI. Key Words: Corporate socialirresponsibility, corporate reputation, consumer attitude, purchase intention.

Suggested Citation

  • Juniter Kwamboka Mokua & Yongqiang Gao & Duke D Obonyo, 2018. "Corporate Social Irresponsibility and Purchase Intention:The Mediating role of Corporate Reputation and Consumer Attitude," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 7(2), pages 30-46, April.
    • Handle: RePEc:rbs:ijbrss:v:7:y:2018:i:2:p:30-46
    as

    Download full text from publisher

    File URL: http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/46/48
    Download Restriction: no
    File URL: http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/46
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lee, Sungjoo & Park, Gwangman & Yoon, Byungun & Park, Jinwoo, 2010. "Open innovation in SMEs--An intermediated network model," Research Policy, Elsevier, vol. 39(2), pages 290-300, March.
    2. Claudia Fisher-Buttinger & Christine Vallaster, 2011. "Corporate Branding and Corporate Reputation: Divided by a Shared Purpose?," Management for Professionals, in: Sabrina Helm & Kerstin Liehr-Gobbers & Christopher Storck (ed.), Reputation Management, pages 59-73, Springer.
    3. Dale Russell & Cristel Russell, 2010. "Here or there? Consumer reactions to corporate social responsibility initiatives: Egocentric tendencies and their moderators," Marketing Letters, Springer, vol. 21(1), pages 65-81, March.
    4. Unknown, 1986. "Letters," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 1(4), pages 1-9.
    5. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    6. W.J. Johnston & V. Swaen, 2009. "The supporting function of marketing in corporate social responsibility," Post-Print hal-00575805, HAL.
    7. Murphy, Patrick E. & Schlegelmilch, Bodo B., 2013. "Corporate social responsibility and corporate social irresponsibility: Introduction to a special topic section," Journal of Business Research, Elsevier, vol. 66(10), pages 1807-1813.
    8. Viswanath Venkatesh & Xiaojun Zhang, 2010. "Unified Theory of Acceptance and Use of Technology: U.S. Vs. China," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 13(1), pages 5-27, January.
    9. Manfred Schwaiger, 2004. "Components And Parameters Of Corporate Reputation – An Empirical Study," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 56(1), pages 46-71, January.
    10. Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang & Da-Chang Pai, 2010. "The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation," Journal of Business Ethics, Springer, vol. 95(3), pages 457-469, September.
    11. Kemper, Jan & Schilke, Oliver & Reimann, Martin & Wang, Xuyi & Brettel, Malte, 2013. "Competition-motivated corporate social responsibility," Journal of Business Research, Elsevier, vol. 66(10), pages 1954-1963.
    12. Sparkman, Richard M, Jr & Locander, William B, 1980. "Attribution Theory and Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 219-224, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anupam Singh & Priyanka Verma, 2018. "Driving Brand Value Through CSR Initiatives: An Empirical Study in Indian Perspective," Global Business Review, International Management Institute, vol. 19(1), pages 85-98, February.
    2. Agata Gurzawska & Markus Mäkinen & Philip Brey, 2017. "Implementation of Responsible Research and Innovation (RRI) Practices in Industry: Providing the Right Incentives," Sustainability, MDPI, vol. 9(10), pages 1-26, September.
    3. Dayuan Li & Linna Xin & Xiaohong Chen & Shenggang Ren, 2017. "Corporate social responsibility, media attention and firm value: empirical research on Chinese manufacturing firms," Quality & Quantity: International Journal of Methodology, Springer, vol. 51(4), pages 1563-1577, July.
    4. Subhajit Bhattacharya, 2017. "Does corporate social responsibility contribute to strengthen brand equity? An empirical study," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 513-533, December.
    5. Kong, Hyun Min & Witmaier, Alexander & Ko, Eunju, 2021. "Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands," Journal of Business Research, Elsevier, vol. 131(C), pages 640-651.
    6. Swaen, Valérie & Demoulin, Nathalie & Pauwels-Delassus, Véronique, 2021. "Impact of customers’ perceptions regarding corporate social responsibility and irresponsibility in the grocery retailing industry: The role of corporate reputation," Journal of Business Research, Elsevier, vol. 131(C), pages 709-721.
    7. Dien Ajeng Fauziah & Eko Ganis Sukoharsono & Erwin Saraswati, 2020. "Corporate social responsibility disclosure towards firm value," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 9(7), pages 75-83, December.
    8. Lee, Eun Mi & Park, Seong-Yeon & Lee, Hyun Jung, 2013. "Employee perception of CSR activities: Its antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(10), pages 1716-1724.
    9. Preechaya Chavalittumrong & Mark Speece, 2022. "Three-Pillar Sustainability and Brand Image: A Qualitative Investigation in Thailand’s Household Durables Industry," Sustainability, MDPI, vol. 14(18), pages 1-22, September.
    10. Paolo Antonetti & Stan Maklan, 2018. "Identity Bias in Negative Word of Mouth Following Irresponsible Corporate Behavior: A Research Model and Moderating Effects," Journal of Business Ethics, Springer, vol. 149(4), pages 1005-1023, June.
    11. Alice Mazzucchelli & Roberto Chierici & Manlio Del Giudice & Ilenia Bua, 2022. "Do circular economy practices affect corporate performance? Evidence from Italian large‐sized manufacturing firms," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(6), pages 2016-2029, November.
    12. Flöter, Thomas & Benkenstein, Martin & Uhrich, Sebastian, 2016. "Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources," Sport Management Review, Elsevier, vol. 19(2), pages 146-156.
    13. Miguel Giménez García-Conde & Longinos Marín & Salvador Ruiz de Maya, 2016. "The Role of Generativity in the Effects of Corporate Social Responsibility on Consumer Behavior," Sustainability, MDPI, vol. 8(8), pages 1-14, August.
    14. Boban Melovic & Nikola Milovic & Tamara Backovic-Vulic & Branislav Dudic & Peter Bajzik, 2019. "Attitudes and Perceptions of Employees toward Corporate Social Responsibility in Western Balkan Countries: Importance and Relevance for Sustainable Development," Sustainability, MDPI, vol. 11(23), pages 1-37, November.
    15. Kemper, Jan & Schilke, Oliver & Reimann, Martin & Wang, Xuyi & Brettel, Malte, 2013. "Competition-motivated corporate social responsibility," Journal of Business Research, Elsevier, vol. 66(10), pages 1954-1963.
    16. Andrea Pérez & María del Mar García de los Salmones & Elisa Baraibar-Diez, 2020. "Effects of the Type of CSR Discourse for Utilitarian and Hedonic Services," Sustainability, MDPI, vol. 12(12), pages 1-22, June.
    17. Price, Joseph M. & Sun, Wenbin, 2017. "Doing good and doing bad: The impact of corporate social responsibility and irresponsibility on firm performance," Journal of Business Research, Elsevier, vol. 80(C), pages 82-97.
    18. Michael Kress-Ludwig & Simon Funcke & Madeleine Böhm & Chantal Ruppert-Winkel, 2019. "A Citizen Survey in the District of Steinfurt, Germany: Insights into the Local Perceptions of the Social and Environmental Activities of Enterprises in Their Region," Sustainability, MDPI, vol. 11(6), pages 1-18, March.
    19. Mahrinasari MS, 2019. "Determinants of Brand Equity: Communication of Corporate Social Responsibility (CSR) versus CSR itself and Company Credibility," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 13(3), September.
    20. Waßmann, Jan, 2011. "Corporate Social Responsibility in der Marketing- und Markenforschung: Ein systematischer Überblick zum aktuellen Stand der empirischen Forschung," Research Papers on Marketing Strategy 5/2011, Julius-Maximilians-Universität Würzburg, Lehrstuhl für BWL und Marketing.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:7:y:2018:i:2:p:30-46. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.