The effect of customer citizenship in corporate social responsibility (CSR) activities on purchase intention : the important role of the CSR image
Purpose: The purpose of this paper is to examine whether the corporate social responsibility (CSR) image of a firm is influenced by consumer citizenship and the consumer’s involvement in CSR and the extent to which this affects purchase intention. Design/methodology/approach: A total of 304 usable responses were obtained from a sample of 313 consumers who were 18 years of age or older. Findings: The result of study indicates that consumer citizenship and involvement in CSR activities have significant effects on CSR image, and that consumer citizenship has a significant effect on involvement in CSR activities. CSR image also has a positive effect on product attitude but no significant influence on purchase intention. Originality/value: The consumer perception of a firm’s CSR image is an important factor to consider while implementing CSR strategies; therefore, it is strategically important to understand the antecedents and consequences of creating a positive CSR image because of its effect on the responsible purchasing behavior of people who adhere to strong consumer citizenship.
Year of publication: |
2018
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Authors: | Lee, Eun-Mi ; Yoon, Sung-Joon |
Published in: |
Social Responsibility Journal. - Emerald, ISSN 1747-1117, ZDB-ID 2424405-3. - Vol. 14.2018, 4 (01.10.), p. 753-763
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Publisher: |
Emerald |
Saved in:
Online Resource
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