Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness

Ahmad, Sohail

doi:10.3390/su13084548

Cited by 45 publications

(47 citation statements)

References 130 publications

(163 reference statements)

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“…The study has provided the statistical evidence for supporting the significantly positive effect of ECSR initiatives on intention to engage in pro-environmental consumption among Vietnamese consumers. This finding was also consistent with several recent studies (Munerah et al , 2021; Martínez García de Leaniz et al , 2019; Zhang and Ahmad, 2021). It means that consumers with high perceptions of ECSR initiatives can have higher intentions to buy green products.…”

Section: Discussionsupporting

confidence: 94%

Environmental corporate social responsibility initiatives and green purchase intention: an application of the extended theory of planned behavior

Vu¹,

Ha²,

Ngo³

et al. 2021

SRJ

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Purpose This study aims to integrate the perspective of consumer social responsibility with the theory of planned behavior to explore the impact of environmental corporate social responsibility (ECSR) initiatives on intention to buy environmentally friendly products among Vietnamese consumers. Also, the moderating role of gender on the associations of antecedents and green purchase intention is tested in this study. Design/methodology/approach The data of 823 consumers using the tool of the mall-intercept survey recruited from several big cities in Vietnam. Cronbach’s alpha and confirmatory factor analysis has been used to test the reliability and validity of scales; then, structural equation modeling and PROCESS approach was used to test the fitness of the research model, formulated hypotheses and the indirect associations. Findings This study presented that ECSR initiatives were strongly and positively correlated with attitude towards green products, subjective norms, perceived behavioral and green purchase intention. Perceived behavioral control was found to be a partial mediator in the link between ECSR initiatives and intention to engage in pro-environmental consumption while the meditating roles of attitude towards green products and subjective norms in this linkage were not statistically significant. Additionally, this study illustrated that the impacts of subjective norms, perceived behavioral control and ECSR initiatives on green purchase intention were stronger for females than males. Practical implications This study provides several useful insights for policymakers and administrators to foster pro-environmental behavior of consumers as well as to inspire corporate social responsibility (CSR) activities of firms. Originality/value Even though there is a growing interest in investigating the impacts of CSR activities on consumers’ purchase behaviors, there is a lack of studies considering the aspect of consumer social responsibility on their sustainable consumption behavior. There is a need to enrich one’s knowledge about the effect of ECSR initiatives on consumer’ green purchase intention.

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Section: Discussionsupporting

confidence: 94%

Environmental corporate social responsibility initiatives and green purchase intention: an application of the extended theory of planned behavior

Vu¹,

Ha²,

Ngo³

et al. 2021

SRJ

View full text Add to dashboard Cite

show abstract

“…Chu and Chen ( 2019 ) find that consumers' participation in CSR-related activities in social media promotes purchase intention through enhancing identification with the brand and positive brand attitude. Zhang and Ahmad ( 2021 ) discover that CSR affects consumers' purchase attention through trust and brand image.…”

Section: Theory and Hypothesismentioning

confidence: 99%

The Influence of Online Social Value Co-creation Activity on Consumer Purchase Intention: An Experimental Study

2022

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In recent years, an increasing number of online social value co-creation activities are conducted by companies in their marketing campaigns. A question is that whether these activities that take social responsibilities could help enterprises improve marketing performance. Drawing from social interaction theory, this study explores the causal effect of online social value co-creation on consumer purchase intention through three experiments. The results show that social value co-creation can stimulate consumer purchase intention. Moreover, consumer-company identification plays a mediating role in linking social value co-creation to purchase intention. In addition, compared to low social norms, high social norms are more likely to weaken the influence of social value co-creation on consumers' buying intention. The study provides both theoretical and practical implications to research area. Limitation and future research directions are also discussed.

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“…Several studies suggested that these kinds of expenditures and socially responsible operation of the firm affect corporate reputation (Peterson, 2018), customer purchase decisions (Zhang and Ahmad, 2021), firm performance (Fourati and Dammak, 2021) and firm value (Chung et al, 2018). Therefore, the amount spent on the account of CSR has a significant effect on corporate reputation which further increases the purchase likelihood of a product ending with better firm performance, and it also builds the CA (Shah and Khan, 2019).…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Competitive intensity: bridging the gap between corporate social responsibility and competitive advantage

Rasheed

Ahmad

2022

JSMA

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PurposeThe concept of corporate social responsibility (CSR) is still at a growing stage in developing economies, so this research aims to examine a novel causal link between CSR (disclosure and expenditure) and competitive advantage (CA), by including competitive intensity (CI) as a moderator.Design/methodology/approachThe panel data of non-financial firms were collected for eight years (2013–2020). This study used distinct proxies of CA, including adjusted firm return on assets and adjusted firm Tobin's q, and a third proxy used to discover the combined validity of the findings. The CSR disclosure was measured by developing an index, while the amount of CSR expenditure was collected from firms' annual reports.FindingsThe empirical results of Arellano–Bond estimator showed that CSR disclosure and expenditure have a positive and significant impact on CA. This relationship is also tested with CI as a moderator, the results of moderation showed that CI strengthens the relationship between studied variables.Originality/valueThis research tries to bridge the gap between CSR and CA through CI. It is also an addition to the existing literature by addressing the issue of CA generated from CSR activities. This study also explores the area of CA with three different types of proxies with the moderating effect of CI.

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Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness

Cited by 45 publications

References 130 publications

Environmental corporate social responsibility initiatives and green purchase intention: an application of the extended theory of planned behavior

Environmental corporate social responsibility initiatives and green purchase intention: an application of the extended theory of planned behavior

The Influence of Online Social Value Co-creation Activity on Consumer Purchase Intention: An Experimental Study

Competitive intensity: bridging the gap between corporate social responsibility and competitive advantage

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