Consumers’ Perception of CSR Activities: What Does it Mean for Companies? (original) (raw)
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The impact of perceived CSR on corporate reputation and purchase intention
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Purpose The purpose of this paper is to examine the influence of consumers’ perceived corporate social responsibility (CSR). The aim is to provide insight into the effect of perceived CSR on purchase intention (short-term effect) and corporate reputation (long-term effect), whilst considering the role of brand image, satisfaction (affective and cognitive) and brand loyalty. Design/methodology/approach The sample comprised 429 consumers selected using non-probabilistic sampling with age and gender quotas. Confirmatory factor analysis was used to validate the measurement model. Structural equation modelling was used to validate the research hypotheses. Findings All direct and mediated influences in the model were significant, except for the effects of perceived CSR on affective satisfaction. Thus, the proposed causal chain is valuable to understand how perceptions of CSR influence purchase intention and perceived reputation. Research limitations/implications Perception is considered a...
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This study presents a review of literature on consumers' perception and responses towards the perceived corporate social responsibility (CSR) of companies, with a view to provide additional insight into the phenomenon.The study is essentially a review of existing literature, which entails the identification, review and synthesis of existing studies on the phenomenon.The review of previous studies on the subject matter reveals that there is no general consensus on the findings regarding consumers'perceptions and response to CSR. The findings from previous studies have been equivocal and largely inconclusive as to whether consumers reward companies CSR efforts with positive responses.The research is basically a review and synthesis of previously conducted studies, and no new data was collected. The findings and conclusions of this study have practical implications for research on the topic of consumers' perceptions and response to perceived social responsible behavior of c...
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Since consumers' perspective regarding Corporate Social Responsibility (CSR) activities can be different from that of the companies, we thus empirically test consumers' evaluations of different CSR activities and their relative importance through consumer loyalty towards a company. In particular, the study focused on companies' CSR activities in energy facility development (geothermal energy) to carry out a questionnaire survey among around 1500 consumers located in BRICS capital cities – i.e. Brazil, Russia, India, China, South Africa. By adopting the rologit model, the study highlighted that CSR activities considering the impact of companies' operations on local communities had the highest relative importance for consumers. Companies can also gain strategic advantages when performing CSR activities that avoid impacts on the environment and ensure reliable communications. This study contributes to the literature on CSR-consumer binomial by taking the perspective of ...
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The purpose of this paper is to investigate whether the consumers' perception of corporate social responsibility (CSR) has an impact on their purchase behaviour. A survey of consumers has been made to meet the objective of the research. Exploratory factor analysis (EFA) is conducted to identify different dimensions of CSR perception of consumers and subsequently the impact of these dimensions of CSR on purchase behaviour is tested using multiple regression analysis. CSR perception of consumer has been factorised into four dimensions: instrumental CSR (ICSR), normative CSR (NCSR), non-voluntary (NVCSR) and legal CSR (LCSR). ICSR and NCSR are found to positively impact purchase intention and willingness to pay; whereas LCSR negatively impacts purchase behaviour and NVCSR has no influence on consumers.
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Consumers increasingly expect companies to make a broader contribution to society. The business benefits of doing so, however, are currently not evident. Prior studies conclude that consumers' purchase decisions are positively influenced by socially responsible initiatives. However, this insight appears to be of little practical relevance if the level of awareness of such initiatives among consumers is very low. emphasise that if CSR is to act as a point of differentiation, awareness of a firm's CSR activities is crucial. We empirically test this awareness level. In doing so we respond to call for research to determine the extent to which consumers are aware of CSR activities businesses engage in. We also determine the extent to which consumers are aware of the social issues firms engage with their CSR programs, a critical antecedent to making sense of firms' CSR-related claims.