The Role of Social and Environmental CSR in Shaping Purchase Intentions: Experimental Evidence from the Cosmetics Market

Piotr Zaborek () and Anna Kurzak Mabrouk
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Piotr Zaborek: Department of International Business, SGH Warsaw School of Economics, al. Niepodległości 162, 02-554 Warsaw, Poland
Anna Kurzak Mabrouk: Department of Commerce and Market Institutions, Krakow University of Economics, ul. Rakowicka 27, 31-510 Kraków, Poland

Sustainability, 2025, vol. 17, issue 5, 1-23

Abstract: This study investigated the impact of corporate social responsibility (CSR) on consumer purchasing decisions in the cosmetics market through an experimental design. Using eight scenarios that manipulate levels of social CSR, environmental CSR, and price, this study examined their direct effects and interactions, and the moderating influences of intrinsic and extrinsic motives. The findings confirmed that social and environmental CSR positively influence purchase intentions, with their combined effect being stronger than individual contributions. Price negatively moderates the impact of environmental CSR, particularly at higher levels, while intrinsic motives interact positively with environmental CSR to offset the negative association from its main effect. This research provides actionable insights into CSR’s role in shaping consumer behavior, emphasizing the interplay between CSR dimensions, price sensitivity, and motivational factors in the dynamic cosmetics market.

Keywords: social and environmental CSR; purchase intentions; cosmetics market; extrinsic and intrinsic motives; utilitarian and hedonic motives (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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