The Influence of Corporate Social Responsibility on Consumer Purchase Intention toward Environmentally Friendly Sneakers

Wen-Shin Huang, Cheng-Jhen Lee and Han-Shen Chen ()
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Wen-Shin Huang: Department of Business Administration, Chaoyang University of Technology, No.168, Jifeng E. Rd., Taichung 413310, Taiwan
Cheng-Jhen Lee: Department of Business Administration, Chaoyang University of Technology, No.168, Jifeng E. Rd., Taichung 413310, Taiwan
Han-Shen Chen: Department of Health Industry Technology Management, Chung Shan Medical University, Taichung 40201, Taiwan

Sustainability, 2022, vol. 14, issue 21, 1-17

Abstract: In recent years, climate change and global warming have been exacerbated by human over-development, and consumers are becoming increasingly aware of the importance of environmental protection. Therefore, many companies are now implementing green production approaches, taking environmental protection as an integral aspect of corporate social responsibility (CSR). This study aims to explore the influence of green perceived value (GPV), CSR, and consumer conformity on consumer purchase intention toward environmentally friendly Nike sneakers. The data were collected by employing an online survey of 18–24-year-old Taiwanese consumers. A total of 660 consumers were randomly selected and 480 valid responses were acquired. The data were analyzed using SPSS25.0 (IBM Corp, New York, NY, USA).and a partial least squares structural equation model (PLS-SEM) is used to test the hypotheses. The results of the study are as follows: (1) GPV and brand image had a significant effect on consumers’ attitude toward purchasing environmentally friendly sneakers; (2) GPV and CSR had a significant effect on brand image; (3) the attitude toward purchasing environmentally friendly sneakers had a significant effect on consumers’ purchase intention; (4) CSR and consumer conformity had no significant effect on consumers’ attitude toward purchasing environmentally friendly sneakers; (5) brand image had no significant effect on consumers’ purchase intention; (6) consumers’ environmental awareness had no significant moderating relationship between their attitude toward purchasing environmentally friendly sneakers and consumer purchase intention. The research results suggest that Nike can hold events to recycle old shoes, so that consumers can directly participate in advancing green initiatives and understand all the efforts the company has made for society. Moreover, through news media coverage of such events, the company’s intentions to promote its CSR commitment can be more fully understood by people, while simultaneously publicizing its CSR performance.

Keywords: brand image; corporate social responsibility (CSR); green perceived value (GPV); consumer conformity; environmental awareness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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