The Effects of Country-of-Origin on Consumers’ CSR Perceptions, Behavioral Intentions, and Loyalty

Leonidas Pouliopoulos (), Theofilos Pouliopoulos () and Amalia Triantafillidou ()
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Leonidas Pouliopoulos: Technological Education Institute of Western Macedonia
Theofilos Pouliopoulos: Ternopil National Economic University
Amalia Triantafillidou: Technological Education Institute of Western Macedonia

Chapter Chapter 22 in Advances in Applied Economic Research, 2017, pp 303-316 from Springer

Abstract: Abstract The present study investigates the impact of country-of-origin on Greek consumers’ corporate social responsibility (herein CSR) perceptions, behavioral intentions, and loyalty. Towards this end, two surveys were conducted, one for domestic and one for foreign companies. Results suggest that consumers expect from companies to respond to their legal, ethical, and discretionary responsibilities irrespective of their country-of-origin. However, Greek consumers demand from domestic companies to respond in a higher extent to their economic goals compared to their foreign counterparts. Moreover, they tend to favor national companies since they were found to be more willing to pay a higher price for domestic than for foreign products. Consumer loyalty was also affected by a company’s country-of-origin as consumers exhibited higher loyalty levels for products of domestic than of foreign corporations. Finally, several practical implications are discussed at the end of the paper.

Keywords: Corporate social responsibility; Consumers’ expectations; Country-of-origin; Willingness to pay a premium price; Loyalty; Domestic; Foreign companies; Greece (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-48454-9_22

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DOI: 10.1007/978-3-319-48454-9_22

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