Does Practicing CSR Makes Consumers Like Your Shop More? Consumer-Retailer Love Mediates CSR and Behavioral Intentions

Ching-Wei Ho
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Ching-Wei Ho: Department of Marketing, Feng Chia University, Taichung 40724, Taiwan

IJERPH, 2017, vol. 14, issue 12, 1-14

Abstract: This research paper was designed to examine the influence of corporate social responsibility (CSR) associations and environmental concerns on consumer-retailer love and attitude toward the retailer, as well as the subsequent effects on consumer behavioral intentions regarding the retailer, such as repeat patronage intention and willingness to pay a premium price for products offered by the retailer. In this study, a questionnaire survey was conducted on consumers for the purpose of investigating five proposed hypotheses. This research applied partial least squares (PLS) to exam the hypotheses and analyze the data. The findings of this research indicated that CSR association and environmental concern both have positive effects on consumer-retailer love and attitude toward the retailer. Also, the results showed that consumer-retailer love has a significantly positive effect on consumer attitude towards the retailer. This paper establishes that consumer-retailer love and attitude toward a retailer are main mediators of the relationship between CSR associations, environmental concern, and consumer behavioral intentions.

Keywords: CSR; environmental concern; consumer-retailer love; repeat patronage; willingness to pay (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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