Authentic corporate social responsibility: antecedents and effects on consumer purchase intention

Abstract

PurposeThe aim of the research is to identify the factors that create an authentic company's corporate social responsibility (CSR) engagement and to investigate whether an authentic CSR engagement influences the purchase intention. In addition, the study attempts to provide insights into the mediation role of attitude toward the company and frequency of purchase on purchase intention.Design/methodology/approachIn this study, a theoretical framework is developed in which major antecedents of authentic CSR are identified. A specific example of a brand and its corporate social responsibility activities was used for the study. An online questionnaire was used to collect the data. To verify the hypothesis, structural equation modeling with the partial least squares method was used. A total of 240 people participated in the study.FindingsThe results of the study confirmed that CSR authenticity positively influences consumer purchase intention. Furthermore, the hypothesized impact of CSR authenticity on attitudes toward the company and frequency of purchase could be verified.Originality/valueAlthough there is research on the antecedents influencing the consumer's perceived authenticity of CSR, it has not addressed differences in impact and has not presented a full picture of influencing antecedents. In addition, CSR proof as a new antecedent is investigated in the study. Moreover, research on outcomes of perceived CSR authenticity still lacks depth. The study therefore addresses this research gap by providing an extensive research framework including antecedents influencing CSR authenticity and outcomes of CSR authenticity.

The impact of brand value co-creation on perceived CSR authenticity and brand equity

“…As brands continue to pursue ways to respond to the growing emphasis on socially responsible behaviors, there is still some mistrust of brands that embrace CSR activities (Jahdi and Acikdilli, 2009; Mäncher et al , 2023). Therefore, it is important that consumers view these behaviors as authentic.…”