Navigating the purchase intention: determinants of digital corporate social responsibility in the banking sector

Vivek Devvrat Singh, Jai Jayant and Chandra Dev Bhatt

Social Responsibility Journal, 2025, vol. 22, issue 2, 338-355

Abstract: PurposeThis study aims to explore the key drivers of digital corporate social responsibility (DCSR) in the banking sector. This study also investigated the influence of DCSR on purchase intention to develop the DECOR Framework.Design/methodology/approachA cross-sectional survey of customers was conducted to test the hypothesis using partial least squares structural equation modelling (PLS-SEM). Importance-performance map analysis (IPMA) identifies key dimensions that influence purchase intention.FindingsThe findings reveal that entrepreneurial orientation, IT readiness, organizational culture and learning significantly influence DCSR. The results also highlight that DCSR has a significant influence on purchase intention.Practical implicationsThe findings of this study will be helpful for the banking sector in retaining customers and maintaining a competitive market position. Therefore, it is imperative for banks to develop DCSR as a viable strategy to capture purchase intention.Originality/valueThis study contributes to overcoming the lack of evidence on drivers of DCSR and its influence on purchase intention within the banking sector by proposing the DECOR Framework.

Keywords: Digital corporate social responsibility; Entrepreneurial orientation; IT readiness; Organizational culture and learning; Purchase intention; DECOR Framework (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:srj-01-2025-0016

DOI: 10.1108/SRJ-01-2025-0016

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