How does CSR of food company affect customer loyalty in the context of COVID-19: a moderated mediation model

Abstract

Because of COVID-19 in the world, enterprises and consumers pay more and more attention to environmental protection, food safety and health issues. The purpose of this paper is to take China's food company as an example to study the impact of CSR on customer loyalty, mediating effects of company image and customer satisfaction, and moderating effects of COVID-19. The result shows that during COVID-19, company image and customer satisfaction have significant mediating effects, and COVID-19 positively moderate the impact of CSR on customer satisfaction.

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

“…These results have already established the groundwork for future investigations (Bianchi et al, 2019; Fernández-Ferrín et al, 2020). According to Zhang (2022), these results imply that during a pandemic, consumers, as the casualties of COVID-19, are in a stressful state of mind for a long time and believe that CSR is a moral obligation of firms. This can lead to a positive effect of CSR on AS, CS and LY regardless of regions.…”

“…According to Zhang (2022), pandemics such as severe acute respiratory syndrome (SARS) in 2003 and COVID-19 have made firms and customers pay increased attention to their consumption decisions on retail purchases, as well as food safety and health. This has stimulated scholars to undertake studies on impact of corporate social responsibility (CSR) of firms in consumer goods markets, including food and retail trade since 2020 in both Western and non-Western contexts.…”

Corporate social responsibility: a review with potential development

“…Since first articulated in the first quarter of the twentieth century (Sheldon, 1924 as cited in Zhang, 2022), CSR appears to be growing in popularity as a sustainability indicator and a guarantor of protecting stakeholders' well-being at interconnected levels (economic, social, ethical and environmental, among others). Based on the literature review herein, CSR can serve as a compass of several concerns (e.g.…”

Tác động của trách nhiệm xã hội của doanh nghiệp đến lòng trung thành của khách hàng: Bằng chứng thực nghiệm tại các hãng hàng không giá rẻ ở Thành phố Hồ Chí Minh

“…Theo đó, nếu một hãng hàng không LCC thực hiện các hoạt động CSR, khách hàng với tư cách là thành viên của xã hội có thể có ấn tượng tích cực và thái độ tích cực đối với hãng hàng không đó. Các nghiên cứu trước cho thấy rằng có một mối quan hệ tích cực giữa CSR và CL (N. Zhang, 2022). Do đó, giả thuyết H1 được đề xuất:…”