评估消费者感知社会责任对零售部门消费者态度和购买行为的影响:利益相关者理论视角

IF 3.1 Q2 BUSINESS
Pradeep Rathore, Esha Saha, Sayan Chakraborty, A. Tiwari
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引用次数: 3

摘要

目的本研究旨在检验消费者对企业社会责任(CSR)的认知与消费者在零售业的购买行为之间的关系。具体而言,本研究调查了感知社会责任对消费者态度和行为的影响,以及态度对感知社会责任与购买行为之间关系的影响。设计/方法/方法在这项数据收集研究中,在印度零售消费者中分发了一份在线问卷。从收集的主要数据集中,发现249个数据点适合分析。此外,使用结构方程建模技术评估了直接、间接和调节效应。研究发现,虽然感知社会责任对消费者购买行为有显著影响,但消费者态度对感知社会责任与购买行为之间的关系影响不大。这项研究的结果还表明,消费者人口统计学对感知的社会责任和购买行为之间的关系没有任何调节作用。研究局限性/含义本研究的发现对有兴趣加强企业社会责任的零售经理很有用。这项研究的结果表明,零售商应该专注于增强消费者对零售商企业社会责任倡议的认知,并加强共创活动。作为这项研究的延伸,进一步的研究可以包括更多潜在的中介,如消费者有效性和企业社会责任倡议的时机。独创性/价值这项研究应用了利益相关者理论,并扩展了计划行为模型的经典理论,并提出在消费者对企业社会责任的看法、消费者态度和零售业行为之间建立联系。此外,本研究不仅考虑了整体消费者行为,还考虑了消费者行为的特定维度,即忠诚度、意图和满意度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Assessing impact of consumer perceived CSR on consumer attitude and purchase behaviour in retail segment: a stakeholder theory perspective
Purpose This study aims to examine the relationship between the perception of consumers about corporate social responsibility (CSR) and consumers’ purchasing behaviour in the retail sector. Specifically, this study investigates the impact of perceived CSR on consumer attitude and behaviour and the influence of attitude on the relationship between perceived CSR and purchase behaviour. Design/methodology/approach In this study for collection of the data, an online questionnaire was distributed among the Indian retail consumers. From the collected primary data set, 249 data points were found fit for analysis. Further, the direct, indirect and moderating effects were evaluated using the structural equation modelling technique. Findings It is identified that while perceived CSR has a significant influence on consumer purchase behaviour, consumer attitude is having an insignificant impact on the relationship between perceived CSR and purchase behaviour. The findings of this study also show that consumer demographics do not have any moderating impact on the relationship between perceived CSR and purchase behaviour. Research limitations/implications The findings of this study are useful to retail managers interested in enhancing CSR. The results of this study suggest that retailers should focus on strengthening consumers’ perceptions about retailers’ CSR initiatives and enhancing co-creation activities. As an extension to this research, further study can include more potential mediators like consumer effectiveness and timing of CSR initiatives. Originality/value This study applies stakeholder theory as well as extends the classic theory of planned behaviour model and proposes the establishment of links among consumers’ perceptions about CSR, consumer attitude and behaviour around the retail sector. In addition, this study considers not only overall consumer behaviour but also specific dimensions of consumer behaviour, namely, loyalty, intention and satisfaction.
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来源期刊
CiteScore
5.60
自引率
18.80%
发文量
35
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