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Corporate social responsibility and consumer's relationship intention

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  • Marcela Rocha Haase Uhlig
  • Emerson Wagner Mainardes
  • Valcemiro Nossa

Abstract

The study of corporate social responsibility (CSR) in the context of marketing has been increasing in the Brazilian scenario. However, for decision making to be effective in organizations, we need to know consumers' relationship intention in view of the social actions developed. The present study seeks to identify which dimensions of CSR influence consumers' purchase and repurchase intention. Our interest was to observe which dimension of CSR stimulates long‐term relationships between consumers and their suppliers, which is the main novelty of this study. We searched the dimensions of CSR in the literature and discuss the consumer relationship intention with the companies. Thereafter, from the constructs adapted for this research, we performed a study with 544 consumers in Brazil. We analyzed the data through structural equations modeling. The results show that of the four dimensions of CSR (philanthropic, legal, organizational, and ethical), only the philanthropic dimension indicated an influence on consumers' relationship intention with socially responsible companies, which suggests that the Brazilian consumer understands CSR to be synonymous with philanthropy. The main contribution of this study is to note that companies that operate in the CSR philanthropic dimension tend to more easily establish long‐term relationships with their consumers.

Suggested Citation

  • Marcela Rocha Haase Uhlig & Emerson Wagner Mainardes & Valcemiro Nossa, 2020. "Corporate social responsibility and consumer's relationship intention," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 313-324, January.
    • Handle: RePEc:wly:corsem:v:27:y:2020:i:1:p:313-324
    DOI: 10.1002/csr.1807
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    Cited by:

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    2. Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).
    3. Jesús J. Cambra‐Fierro & J. Alfredo Flores‐Hernández & Lourdes Pérez & Guadalupe Valera‐Blanes, 2020. "CSR and branding in emerging economies: The effect of incomes and education," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2765-2776, November.
    4. Qiaowen Zhang & Annalien de Vries, 2022. "Seeking Moral Legitimacy through Corporate Social Responsibility: Evidence from Chinese Manufacturing Multinationals," Sustainability, MDPI, vol. 14(9), pages 1-21, April.
    5. Floritzel Moreno & Jiyun Kang, 2020. "How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2477-2490, November.
    6. Hsiu‐Hua Chang & Wei‐Jen Chuang, 2021. "Encourage stakeholder engagement in sustainable development: Drivers of consumers themselves benefits and society welfares," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 748-762, March.
    7. Maria Krechowicz & Katarzyna Kiliańska, 2021. "Risk and Opportunity Assessment Model for CSR Initiatives in the Face of Coronavirus," Sustainability, MDPI, vol. 13(11), pages 1-22, May.
    8. James Agyei & Shaorong Sun & Emmanuel Kofi Penney & Eugene Abrokwah & Richmond Ofori-Boafo, 2021. "Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction," SAGE Open, , vol. 11(3), pages 21582440211, August.
    9. Muhammad Mubushar & Shahid Rasool & Muhammad Imtiaz Haider & Roberto Cerchione, 2021. "The impact of corporate social responsibility activities on stakeholders' value co‐creation behaviour," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1906-1920, November.

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