The effect of customer citizenship in corporate social responsibility (CSR) activities on purchase intention: the important role of the CSR image

Eun-Mi Lee and Sung-Joon Yoon

Social Responsibility Journal, 2018, vol. 14, issue 4, 753-763

Abstract: Purpose - The purpose of this paper is to examine whether the corporate social responsibility (CSR) image of a firm is influenced by consumer citizenship and the consumer’s involvement in CSR and the extent to which this affects purchase intention. Design/methodology/approach - A total of 304 usable responses were obtained from a sample of 313 consumers who were 18 years of age or older. Findings - The result of study indicates that consumer citizenship and involvement in CSR activities have significant effects on CSR image, and that consumer citizenship has a significant effect on involvement in CSR activities. CSR image also has a positive effect on product attitude but no significant influence on purchase intention. Originality/value - The consumer perception of a firm’s CSR image is an important factor to consider while implementing CSR strategies; therefore, it is strategically important to understand the antecedents and consequences of creating a positive CSR image because of its effect on the responsible purchasing behavior of people who adhere to strong consumer citizenship.

Keywords: Purchase intention; CSR image; Consumer citizenship; Involvement in CSR activities; Product attitude (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:srj-04-2017-0074

DOI: 10.1108/SRJ-04-2017-0074

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