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The Effect of Corporate Social Responsibility (CSR) Activities on Consumers Purchase Intention in China: Mediating Role of Consumer Support for Responsible Business

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  • Naveedullah Mulaessa
  • Hong Wang

Abstract

Corporate social responsibility (CSR) has demonstrated the positive influence on consumer attitudes and buying behaviors. However the questions worth investigating are ¡°how different CSR types influence consumer purchase intention?¡± Also, how does firm¡¯s overall CSR lead to consumer purchase intention? The purpose of this investigation is to examine the intervening mechanism between CSR and consumer purchase intention. We expect consumer support for responsible business (CSRB) mediates the relationship between CSR and consumer purchase intention. We tested the hypotheses with data from dyad sample of 200 firms¡¯ representatives and consumers from apparel industry in China. The result supported the hypothesized relationships between CSR, CSRB, and consumer purchase intention. Findings of this study contribute to the CSR and consumer attitude research. This study also discusses the theoretical and practical implications of the findings.

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  • Naveedullah Mulaessa & Hong Wang, 2017. "The Effect of Corporate Social Responsibility (CSR) Activities on Consumers Purchase Intention in China: Mediating Role of Consumer Support for Responsible Business," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(1), pages 73-81, February.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:1:p:73-81
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    References listed on IDEAS

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    1. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    2. Lee, Jihyun & Lee, Yuri, 2015. "The interactions of CSR, self-congruity and purchase intention among Chinese consumers," Australasian marketing journal, Elsevier, vol. 23(1), pages 19-26.
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    Cited by:

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    2. Sheikh Raheel Manzoor & Atif Ullah & Rezwan Ullah & Afraseyab Khattak & Heesup Han & Sunghoon Yoo, 2023. "Micro CSR intervention towards employee behavioral and attitudinal outcomes: a parallel mediation model," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-14, December.
    3. Maigana Amsami & Siddiq Balal Ibrahim & Abd Elsalam A. Hamid, 2020. "Influence of corporate social responsibility actions on customer loyalty towards Nigerian retail banks within north eastern Nigeria," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 10(2), pages 40-52, February.
    4. David Franco & Ismael Rodriguez, 2022. "Corporate Social Responsibility as a Catalyst for Purchase Intention. Approaches in the Restaurant Industry," International Business Research, Canadian Center of Science and Education, vol. 15(7), pages 1-1, July.
    5. Iden Blanche Mbonifor & Noumigue Guy Roland Kenmegni, 2021. "The effects of Carroll’s CSR Pyramid on Consumer Buying Behaviour: Case of Mobile Telephone Network (MTN) Company Bamenda Branch, Cameroon," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(10), pages 502-509, October.
    6. Qingyu Zhang & Sohail Ahmad, 2021. "Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness," Sustainability, MDPI, vol. 13(8), pages 1-19, April.
    7. Nematollah Shiri & Vahid Jafari‐Sadeghi, 2023. "Corporate social responsibility and green behaviour: Towards sustainable food‐business development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 605-620, March.
    8. Huifang Liu & Jin-Sup Jung, 2021. "The Effect of CSR Attributes on CSR Authenticity: Focusing on Mediating Effects of Digital Transformation," Sustainability, MDPI, vol. 13(13), pages 1-15, June.
    9. Zhi Zhang & Zhaoying Yang & Jiang Gu & Moon-Seop Kim, 2023. "How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence," Sustainability, MDPI, vol. 15(7), pages 1-19, March.

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    More about this item

    Keywords

    corporate social responsibility; consumer support for responsible business; consumer purchase intention; apparel industry; China;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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