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Would customers of social enterprises become social entrepreneurs?

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  • Ching Yin Ip
  • Chaoyun Liang

Abstract

To investigate whether customers purchasing goods and services from social enterprises would become social entrepreneurs, 980 survey participants were recruited, and two promising models were tested. In the first study, social entrepreneurial intention (SEI) was investigated by examining the mediating effects of purchase intention and willingness to pay a premium on the relationship between outcome expectation and SEI. The results revealed that the effect of outcome expectation on SEI is mediated through willingness to pay a premium; moreover, purchase intention has no significant effect on SEI. In the second study, we confirmed that the dominant effect on SEI resulted from willingness to pay a premium, followed by outcome expectation. Furthermore, the results revealed that purchase intention enhances the effect of outcome expectation on SEI among customers with high purchase intention, thus demonstrating the moderating role of purchase intention. Business partners could be cultivated through the beneficial outcome expectations and favourable purchasing behaviour exhibited by the customers of social enterprises.

Suggested Citation

  • 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.
    • Handle: RePEc:wly:mgtdec:v:44:y:2023:i:3:p:1454-1464
    DOI: 10.1002/mde.3757
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