Does perceived corporate citizenship affect on purchasing intention during the COVID-19 pandemic? Across the mediation impact of brand trust and consumer–brand relationship

Abstract

PurposeThis paper is to examine the direct relationship between perceived corporate citizenship (CC) and purchase intention (PI). This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms by a contribution of social exchange theory, brand relationship theory and social cognitive theory (SCT).Design/methodology/approachQuantitative research was carried out by means of a survey with a sample of 411 regular consumers who work for national retail brands, where the unit of analysis was an individual. The study analysed the data to test the research hypotheses using SPSS and Smart PLS.FindingsThis study found a significant positive impact of perceived CC on purchase intention (direct path), and furthermore, a partial mediation was shown for the indirect path. In addition, personal norms have a significant impact on the relationships between perceived CC on purchase intention, brand trust on purchase intention and CBI on purchase intention.Practical implicationsThis study provides useful insights for managers to implement CC strategies to enhance consumer purchase intention and brand relationship in the retail sector within the coronavirus disease 2019 (COVID-19) pandemic.Originality/valueThe current study is perhaps the first to investigate the impact of perceived CC on purchase intention across the BT, CBI and personal norms in the retail industry, period of COVID-19 pandemic. The study also makes some important theoretical contributions and previously not shed light on customer behaviour in this context.

Corporate Social Responsibility Towards Purchase Intention Across Regional Identity: A Comparison Between South Asia and Southeast Asia During COVID-19

“…CSR is a solid arm to deal with a critical disaster like the COVID-19 pandemic. COVID-19 has impacted on both planned and unexpected consumer purchase behaviours in the retail sector (Arachchi et al, 2022; Goswami & Chouhan, 2021), which are influenced by CSR strategy in retail marketing. Furthermore, ‘good companies’ (those with a good reputation for being socially responsible) are expected to attract consumers, whereas ‘bad companies’ (those who neglect their social duties or deceive in their reporting) are expected to lose consumers (Mas et al, 2021).…”

Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic

“…There is a new term for business-society interactions of PCC which is becoming a popular phrase in business and academic literature (Jhingan, 2018). Globally, CC has grown into a set of business practices helpful to both society and businesses (Maignan and Ferrell, 2000;Arachchi, 2022). CC is often referred to as CSR, corporate duty or ethical business.…”

Pengaruh Berbagai Nilai Makanan Organik Terhadap Kepercayaan Dan Sikap Masyarakat Dalam Melakukan Pembelian

“…Maka dari itu, hipotesis 1 secara signifikan diterima. Hasil penelitian ini sejalan dengan penelitian yang dilakukan oleh (Arachchi, 2022;Aristio et al, 2019;Chetioui et al, 2019;Waris & Hameed, 2020b) Dengan kata lain, masyarakat generasi X dan generasi Y menujukan sikap positif terhadap bahan bahan makanan konsumsi makanan organik, mereka menyadari bahwa kesehatan merupakan bagian yang penting, sehingga menjadi salah satu faktor dalam menentukan masyarakat dalam melakukan pembelian makanan organik dapat secara tidak langsung dipengaruhi oleh kemampuan yang dimiliki oleh konsumen itu sendiri.…”