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

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  • 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
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    References listed on IDEAS

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    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. 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.
    3. W.J. Johnston & V. Swaen, 2009. "The supporting function of marketing in corporate social responsibility," Post-Print hal-00575805, HAL.
    4. 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.
    5. Sparkman, Richard M, Jr & Locander, William B, 1980. " Attribution Theory and Advertising Effectiveness," Journal of Consumer Research, Oxford University Press, vol. 7(3), pages 219-224, December.
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