Determinants of Purchase Intentions for Social Enterprise Products: Online Consumers’ Perceptions of Two Agricultural Social Enterprises in Taiwan

Ching Yin Ip, Chaoyun Liang and Chih-Ping Chou

Journal of Social Entrepreneurship, 2024, vol. 15, issue 3, 1229-1255

Abstract: This study investigated how corporate social responsibility, adherence to social missions, organisation–public relationships outcomes, and corporate reputation influence the purchase intentions for social enterprises’ products. Through a survey of Taiwanese consumers (N = 507) in online channels, results suggested that corporate social responsibility and adherence to social missions indirectly influenced purchase intentions through organisation − public relationships and corporate reputation. However, the direct effect of corporate social responsibility on organisation–public relationship outcomes was nonsignificant. Adherence to social missions acted as a more important factor than corporate social responsibility in generating purchase intentions, indicating the importance of social missions in the social enterprise context.

Date: 2024
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DOI: 10.1080/19420676.2022.2132276

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