Article2016

Consumers ' beliefs about firm’s CSR initiatives and their purchase behaviour

Afra Abdeen · Edwin Rajah · Sanjaya Singh Gaur

59 citations0/0 files storedMarketing Intelligence & Planning

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Corporate Social Responsibility Reporting Environmental Sustainability in Business Corporate Social Responsibility and Sustainability

Abstract

Purpose – The purpose of this paper is to investigate the relationships among corporate social responsibility (CSR) beliefs, support intentions and purchase behaviour of consumers. Although there is a rich stream of research reporting the relationship between CSR beliefs and support intentions, there is scant reporting on the mediating role of support intentions between CSR beliefs and purchase behaviour of consumers, hence presenting an opportunity to contribute to the marketing knowledge-base. Design/methodology/approach – This study employs a quantitative research design to test the relationships among CSR beliefs, support intentions and purchase behaviour. The associations among these three constructs are tested using Hayes Process tool which is a versatile computational tool for observed variable – mediation, moderation and conditional process modelling. Findings – The results provide support for the relationships among CSR beliefs, consumer support intentions and purchase behaviour. Of the four measured CSR beliefs, philanthropic ethical and legal aspects of CSR beliefs demonstrated the association with support intentions. The results also showed that only ethical beliefs have direct relationship with purchase behaviour. Additionally, support intention provided full mediation for the relationship between philanthropic beliefs and purchase behaviour as well as for legal beliefs and purchase behaviour. Originality/value – This study is carried out in a unique context of New Zealand which is a melting pot of cultures from around the globe. This study presents empirical support to show that ethical, philanthropic and legal beliefs influence support intention and purchase behaviour for the sample of consumers in the context of New Zealand. Hence, communicating ethical, philanthropic and legal-related CSR beliefs provides the means to create consumer perceptions of competitive advantage when adopting a CSR activities for marketing product and service offerings.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1979A Three-Dimensional Conceptual Model of Corporate Performance 1991The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders 2007Strategy and society: the link between competitive advantage and corporate social responsibility 2009Predicting and Changing Behavior: The Reasoned Action Approach 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1997The Company and the Product: Corporate Associations and Consumer Product Responses 2004Corporate Social Responsibility Theories: Mapping the Territory

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