CSR Communication and Purchase Intentions: Analysing the Dynamic Consumer Psychology Process

Abstract

Corporate social responsibility (CSR) initiatives undertaken by a business are significant not only in complying with the legal requirements of the State but also as a strategic tool for brand building. There is evidence in literature of customers being influenced by the CSR commitment of the organization manifested through various channels. This article investigates the role of CSR communication in a psychological dynamics framework using 3E model of brand admiration in generating enrichment benefits for consumers leading to brand respect followed by brand admiration and purchase intentions. Serial mediation effects of enrichment benefits and brand respect on the relation of CSR communication with brand admiration along with the mediating effect of brand admiration on purchase intentions have been examined with partial least square structural equation modelling using data collected from a customer survey of FMCG brands in India. Results indicate that CSR communication on social media has a significant positive effect on brand respect which fully mediates the relationship between CSR communication and brand admiration. Brand admiration mediates the relationship between brand respect and purchase intentions. Findings have important implications for businesses regarding the role of CSR communication as a strategic tool for brand building.

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