Reinforcing purchase behaviors through CSR and ethical practices

Abstract

PurposeThe study examines the relationship between consumers’ ethical sensitivity, corporate social responsibility (CSR) practices and impulse behaviors. Ethical behavior has been a subject of increasing research interest. However, there is an imperious need to inspect ethical decision-making through holistic attention to impulse purchasing.Design/methodology/approachThe study develops a set of hypotheses to understand the relationships. The online survey method was used to collect data, and 420 valid questionnaires, in total, were retrieved. In a two-step process, first, reliability and validity were initially measured. Second, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to test the hypotheses.FindingsThe analyses support the social marketing theory (SMT) and the general theory of marketing (GTM) ethics related to business strategy. Moreover, the study examines the mediating role of organizational trust, organizational identification and eco-branding in these relationships. The ethical and CSR practices for stakeholders positively affect organizational identification and trust that mediate the relationship between impulse buying and ethical attempts. Furthermore, from an ethical and climate change perspective, eco-branding positively mediates the relationship between impulse buying and environmental advertising. The moderating role of trust is significant in the relationship between impulse buying behavior (IBB) and repurchase behavior.Originality/valueA critical factor explaining individuals’ behaviors has never been investigated using a holistic approach to IBB with ethical and CSR practices. The study profoundly contributes to knowledge about consumer ethics, with potential effects for ethical public relations, while also offering new research avenues for future exploration.

Green pride in sustainable versus premium brand decisions

“…Green brands are an essential part of sustainable consumption and are positioned in the market by praising social, environmental and economic dimensions (Spielmann, 2021). Although green attributes are widely requested in sustainable consumption (Berger, 2019;Hayat et al, 2022), their market prices are often similar to premium brands (Juhl et al, 2017). Thus, consumers often face a trade-off between green and competing premium brands (e.g.…”

“…Although green attributes are widely requested in sustainable consumption (Berger, 2019;Hayat, Jianjun & Ali, 2022), their market prices are often similar to premium brands (Juhl et al, 2017). Thus, consumers often face a trade-off between green and competing premium brands (e.g., organic vs. premium chocolate, green-made vs. limited-edition apparel).…”

Relationship of Corporate Social Responsibility and Impulse Buying: Role of Corporate Reputation and Consumer Company Identification

“…Companies design the plan for environmental, social, and economic well-being according to the practices' requisite and efficiency. These practices communicate with all the properties in the sense of glamour (Hayat et al, 2022;Asrar-ul-Haq et al, 2017;Bohdanowicz et al, 2016;Chene et al, 2018). Firms also publicize their struggles while implementing CSR activities for public awareness (Cha et al, 2016).…”

“…We are presently living in a world where the morals and social responsibilities toward customers are connected, which needs of strengthened with time (Fernández-Ferrín et al, 2021). According to Hayat et al, (2022), the requirements of the current period and in the wake of globalization, organizations progressively need to actualize the initiatives of CSR (CSR) for social and environmental well-being (Gangi et al, 2020;Su and Swanson, 2019). However, in numerous cases, firms are also constrained to do so because of their stakeholders' (consumers) strong desires.…”

“…Firms derive specific imperative values from CSR activities, such as creating and enhancing their brand image (Insch and Black, 2018), improving business performance, protecting from deleterious information, accomplishing competitive lead, and forming C-C relations (Newman and Brucks, 2018). However, the Committee Encouraging Corporate Philanthropy report reveals that the average contribution of firms toward CSR has exceeded $18.46 million (Hayat, Jianjun, & Ali, 2022;Menidjel et al, 2017). A firm's CSR programs, which support society, elevate firms' performance and exemplify its competitive advantages (Dapi and Phiri, 2015).…”