Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness

Qingyu Zhang and Sohail Ahmad
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Qingyu Zhang: Department of Management Science, College of Management, Research Institute of Business Analytics and Supply Chain Management, Shenzhen University, Shenzhen 518060, China
Sohail Ahmad: Department of Management Science, College of Management, Research Institute of Business Analytics and Supply Chain Management, Shenzhen University, Shenzhen 518060, China

Sustainability, 2021, vol. 13, issue 8, 1-19

Abstract: Corporate social responsibility (CSR) in management domains is a well-known concept that links corporate interests and environmental/community values. CSR is considered a strategic policy that offers environmental and social competitive advantages. Organizations consider that CSR-based goodwill provides a tactical competitive edge and sustainable growth. The goal of this paper is to show how CSR programs affect consumers’ purchasing intention in the context of Pakistan. In addition, the effect of customer awareness has been studied as a moderator between CSR and purchasing intention. To this end, the study has conducted a survey and gathered Pakistani customers’ responses, and structural equation modeling has been used to evaluate the results. The study concludes that CSR activities favorably affect customer purchasing intentions directly as well as indirectly through improving brand image and trust, and customer awareness of CSR activities plays a moderating role. The implications and future research directions are discussed.

Keywords: CSR; trust; brand image; customer awareness; purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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