Perceived influence of corporate social responsibility on consumer loyalty: the role of ethical ideology

Daiva Beniulytė (), Beata Šeinauskienė () and Aušra Rūtelionė ()
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Daiva Beniulytė: Kaunas University of Technology, Lithuania
Beata Šeinauskienė: Kaunas University of Technology, Lithuania
Aušra Rūtelionė: Kaunas University of Technology, Lithuania

Entrepreneurship and Sustainability Issues, 2020, vol. 8, issue 1, 291-300

Abstract: This study explored how different types of perceived corporate social responsibility serve to affect customer loyalty, and how consumer ethical ideologies affect perceived corporate social responsibility. The empirical research analysis reveals that respondents are more often characterised by an ethical ideology of idealism, and that they are most aware of any corporate social responsibility (CSR) that is consumer-orientated. In addition, it has been found that the perceived CSR, which focuses on the public, has a significantly lower impact, while the impact of the perceived employee-orientated CSR is statistically significant only in respect to repeat purchases.

Keywords: CSR; ethical ideologies; consumer loyalty (search for similar items in EconPapers)
JEL-codes: M14 M31 (search for similar items in EconPapers)
Date: 2020
References: View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:8:y:2020:i:1:p:291-300

DOI: 10.9770/jesi.2020.8.1(20)

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