Effects of social responsibility on legitimacy and revisit intention: The moderating role of anxiety

Alicia Blanco-González, Gabriel Cachón-Rodríguez, Felipe Hernández-Perlines and Camilo Prado-Román

Journal of Business Research, 2023, vol. 157, issue C

Abstract: Companies that develop social responsibility actions gain legitimacy, which increases consumer trust and revisit intention. However, the effects of both socially responsible actions and legitimacy on customer behavior are not always direct, as they vary depending on the context. The COVID-19 pandemic has revealed a new context in which emotions play a determining role in consumer behavior. The number of people diagnosed with anxiety continues to grow worldwide, and this is known as a mental health epidemic. The aim of this research is to explore the moderating effect of anxiety on the relationships between social responsibility, legitimacy, and revisit intention. Using a sample of 1,200 supermarket buyers and applying a structural equation system, it is shown that social responsibility and legitimacy influence revisit intention, and the level of anxiety moderates these relationships. This study suggests building trust by adapting business policies to consumerś emotional backgrounds.

Keywords: Social responsibility; Legitimacy; Revisit intention; Anxiety; Consumer behavior; Strategic management (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296322010487
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:157:y:2023:i:c:s0148296322010487

DOI: 10.1016/j.jbusres.2022.113583

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().