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Consumer intention to purchase and corporate social responsibility: Evidence from an experiment in an entrepreneurial context

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  • Yun Liu
  • Elvis Cheng Xu

Abstract

Previous research has addressed the effects of corporate social responsibility (CSR) initiatives on consumer purchase intention (CPI). However, most of the empirical evidence is based on the analysis of mature large-scale firms; much less examines the effects of CSR initiatives on CPI in entrepreneurial contexts. In this study, we address this gap by investigating whether entrepreneurial start-ups' declaration of CSR engagement affects consumers' purchasing intent. We assert that consumers may consider firms' CSR engagement as a signal for unobserved product quality. We exploit a vignette experimental approach to test our theoretical predictions. In our experiment, participants received online invitations to subscribe to an electronic catalog that advertised various products supplied by entrepreneurial start-ups. The invitations are of five types, some of which presenting different CSR-related information on the suppliers to the participants. Overall, we find that the displayed information on CSR engagement promotes participants' willingness to subscribe to the electronic catalog, indicating that consumers will increase their purchase intentions for ethically oriented suppliers. Moreover, we find that among all the initiatives, external CSR initiatives (social contribution and environmental responsibility) promote consumers' intentions to purchase most effectively. To the best of our knowledge, our study is the first to explore the effects of different CSR initiatives on entrepreneurial start-ups in entrepreneurship literature. We highlight the heterogeneous effects of CSR initiatives on CPI, contributing new insights to research on CSR and consumer behavior.

Suggested Citation

  • Yun Liu & Elvis Cheng Xu, 2021. "Consumer intention to purchase and corporate social responsibility: Evidence from an experiment in an entrepreneurial context," Framed Field Experiments 00742, The Field Experiments Website.
  • Handle: RePEc:feb:framed:00742
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    References listed on IDEAS

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    1. Ivan Montiel & Bryan W. Husted & Petra Christmann, 2012. "Using private management standard certification to reduce information asymmetries in corrupt environments," Strategic Management Journal, Wiley Blackwell, vol. 33(9), pages 1103-1113, September.
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    4. Al-Shammari, Marwan & Rasheed, Abdul & Al-Shammari, Hussam A., 2019. "CEO narcissism and corporate social responsibility: Does CEO narcissism affect CSR focus?," Journal of Business Research, Elsevier, vol. 104(C), pages 106-117.
    5. Weichieh Su & Mike W. Peng & Weiqiang Tan & Yan-Leung Cheung, 2016. "The Signaling Effect of Corporate Social Responsibility in Emerging Economies," Journal of Business Ethics, Springer, vol. 134(3), pages 479-491, March.
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    Cited by:

    1. Mobin Fatma, 2022. "Consumer Formation of CSR Image: Role of Altruistic Values," Sustainability, MDPI, vol. 14(22), pages 1-9, November.

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