How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence

Zhi Zhang, Zhaoying Yang, Jiang Gu () and Moon-Seop Kim ()
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Zhi Zhang: Economics and Management School, Nantong University, Nantong 226019, China
Zhaoying Yang: Economics and Management School, Nantong University, Nantong 226019, China
Jiang Gu: College of Business, Nanjing University, Nanjing 210093, China
Moon-Seop Kim: Department of Business Administration, Kangwon National University, Chuncheon 24341, Republic of Korea

Sustainability, 2023, vol. 15, issue 7, 1-19

Abstract: Given the increasingly strained relationship between humans and the environment, green marketing has become a necessity for the sustainable development of society. In this context, this paper seeks to explore the influence of multinational enterprises’ green marketing behavior on Chinese consumers’ green consumption willingness. Through reviewing the related theories and deeply analyzing multinational corporations’ CSR, a theoretical model of multinational corporations’ CSR and consumer purchase intention has been built in this paper based on consumers’ perceptions. The paper provides empirical research on the multinational corporations’ CSR, corporate image, consumer ambivalence, and purchase intention, and offers a hypothesis of the relationship between the four. Consumer ethnocentrism can significantly negatively regulate the relationship between corporate image and consumers’ willingness to buy and further negatively regulate the process of establishing the corporate social responsibility system of multinational corporations.

Keywords: CSR; MNC; mediating effect; consumer ethnocentrism; consumer ambivalence (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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