Effect of Marketing Information on Purchase Intention for Proenvironmental Products in China

2018 ◽  
Vol 46 (7) ◽  
pp. 1215-1232 ◽  
Author(s):  
Yang Li
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Presence ◽  
Purchase Intention ◽  
Product Information ◽  
Environmental Knowledge ◽  
Intention To Purchase ◽  
Marketing Information ◽  
Corporate Social ◽  
The Impact

The focus in this study is on the effect on Chinese consumers’ intention to purchase proenvironmental products of 3 types of marketing information: environmental knowledge relating to a product, information about corporate social responsibility, and descriptive norms about environmental protection. I also examined the impact of social presence on the consumers’ intention to purchase. I conducted 2 laboratory experiments with 723 participants and findings indicate that each of the 3 kinds of marketing information and social presence had a significantly positive effect on participants’ purchase intention, and the effect of marketing information on corporate social responsibility and environmental knowledge was weakened when consumers made the decision with social presence. The findings expand research on marketing information of proenvironmental products and provide insight into the effect of social presence. Suggestions are made for the government and manufacturing managers that may increase Chinese consumer purchase of proenvironmental products.

scholarly journals Give Goods or Give Money? The Influence of Cause-Related Marketing Approach on Consumers’ Purchase Intention

2021 ◽  
Vol 11 ◽  
Author(s):  
Shenghong Ye ◽  
Yunxiao Liu ◽  
Suizi Gu ◽  
Haiquan Chen
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Product Information ◽  
Public Awareness ◽  
Cause Related Marketing ◽  
Main Effect ◽  
Product Sales ◽  
Corporate Social ◽  
The Impact

With the progress of social and improvement of public awareness, the demand for enterprises to participate in a social welfare cause is increasing. A company can directly support corporate social responsibility issues through cause-related marketing (CRM) approaches, for example, by donating part of the proceeds from product sales (i.e., buy-one give-money or BOGM) or simply by donating their products (i.e., buy-one give-one or BOGO). Previous research has only discussed the impact of one of these CRM approaches on customers in one study. This research compared the effect of these two approaches on the purchase intention of consumers. Experiment 1 demonstrated that, for practical products, the purchase intention of BOGO (vs. BOGM) was higher, while for hedonic products, the purchase intention of BOGM (vs. BOGO) was higher. More importantly, we found a potential mechanism – perceived helpfulness – that drives our main effect. Experiment 2 revealed that the different statement order of charity information and product information in advertising can moderate the main effect. The research also provides several implications and insight into how companies can make donations while winning more customers’ willingness to pay, thus encouraging more companies to fulfill their corporate social responsibility.

scholarly journals The impact of corporate social responsibility on consumer’s relationship intention: Evidence from MENA countries

2021 ◽  
Vol 10 (4) ◽  
pp. 8-14
Author(s):  
Aws AlHares ◽  
Tarek Abu-Asi ◽  
Gerard Dominic ◽  
Ruba Al Abed
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Policy Makers ◽  
Four Dimensions ◽  
Mena Countries ◽  
Relevant Role ◽  
Corporate Social ◽  
The Impact

Corporate social responsibility (CSR) raised the attention of the MENA market, given its capacity to influence consumers’ purchase intention and, particularly, consumers’ repurchase intention. Therefore, CSR helps to build a long-term relationship between the companies with its consumers. Following this new trend, our work contributes to the understanding of how CSR contributes to a long-term relationship with consumers. To achieve that, we considered the four dimensions of CSR (philanthropic, legal, organisation, and ethics) and used those constructs to evaluate the consumers’ relationship intention with companies. Our research was performed in MENA countries by interviewing 1632 consumers. Our findings showed that the philanthropic, legal, and ethical dimensions played a relevant role in determining a long-term relationship between the companies and consumers. This research results differ from the results gained by other researchers in previous studies. Therefore, to establish a long-term relationship with consumers, MENA countries’ companies should focus on philanthropy, legal, and ethics. This study extends, as well as contributes to the extant corporate social responsibility literature by offering new evidence on the impact of corporate social responsibility on consumer relationship intention. The findings will help regulators and policy-makers in evaluating the adequacy of the current corporate social responsibility reforms to prevent management misconduct and scandals.

scholarly journals Consumers’ Perspectives and Behaviors towards Corporate Social Responsibility—A Cross-Cultural Study

2022 ◽  
Vol 14 (2) ◽  
pp. 615
Author(s):  
Yi Hsu ◽  
Thi Hong Gam Bui
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Model ◽  
Positive Influence ◽  
Brand Reputation ◽  
Cross Cultural Study ◽  
And Behaviors ◽  
Corporate Social ◽  
The Impact

This study measured consumers’ perspectives and behaviors with respect to corporate social responsibility (CSR). Specifically, we explored the components of CSR, including CSR aimed towards the environment, society, customers, employees, suppliers, and shareholders. We also examined the impact of CSR practices on brand attitude and purchase intention. The study surveyed 616 consumers across three locations, with detailed questionnaires in four languages. A total of 564 samples (186 from Vietnam, 189 from Indonesia, and 189 from Taiwan) qualified for data analysis. Additionally, statistics software including LISREL 8.8, STATISTICA 10, and MINITAB 19 were utilized to evaluate our hypotheses and construct a structural model. The results indicated that the consumers across the three areas were not concerned about CSR aimed towards shareholders, while all consumers considered CSR aimed towards themselves. Vietnamese customers prioritized a company’s care for its employees, while both Indonesian and Taiwanese consumers concentrated on the environment and society. In addition, suppliers’ benefits and rights attracted Indonesians’ attention. Furthermore, CSR had a positive significant impact on brand reputation in all three cultures. However, while CSR had a positive influence on customer purchase intention in Indonesia and Taiwan, it did not in Vietnam.

scholarly journals Effects of Corporate Social Responsibility on Consumer Purchase Intention

2018 ◽  
Vol 6 (4) ◽  
Author(s):  
Fawad Ali ◽  
Maarif Sohail
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Public Awareness ◽  
Sampling Technique ◽  
Cross Sectional Study ◽  
Cross Sectional ◽  
Consumer Purchase Intention ◽  
Corporate Social ◽  
The Impact

The aim of this study was to identify the impact of corporate social responsibility on the purchase intention of customers. Corporate Social Responsibility was measured on the basis of five factors, namely Customer Centric, Green Environment, Philanthropy, Public Awareness and Creating Shared Values. This was a quantitative, deductive and cross-sectional study. Convenience sampling technique was used to collect the data from 300 respondents from the University of the Punjab, Lahore. IBM-SPSS was used to analyses the data and regression was run to test hypotheses. Findings of the research suggested that Customer Centric, Green Environment Philanthropy, Public Awareness and Creating Shared Value do have a significant impact on the purchase intention of the consumers. Theoretical and practical contributions along with limitations and future direction are also discussed of the study.

scholarly journals Do trust and corporate social responsibility activities affect purchase intentions? An examination using structural equation modeling

2020 ◽  
Vol 16 (4) ◽  
pp. 62-73
Author(s):  
Imran Ali ◽  
Mohammad Naushad ◽  
Sulphey M. M.
Keyword(s):  
Corporate Social Responsibility ◽  
Structural Equation Modeling ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
National Capital Region ◽  
Corporate Social ◽  
The Impact

Organizations place great value on corporate social responsibility (CSR), as it has been found to influence customer attitudes and intentions. This study analyzed the impact of CSR on consumers’ purchase intentions. The significance of this study arises from the fact that all progressive companies are increasing their expenditure on CSR activities. In this study, purchase intention was considered as a dependent variable, while trust, ethical, and legal CSR activities were the independent variables. Data for the study was collected from 210 randomly chosen respondents from amongst consumers of Delhi and National Capital Region of India. The data, analyzed using Structural Equation Modeling, found that trust, ethics, and legal CSR activities directly impacted consumer purchase intentions. These results indicate that legal factors do not significantly influence the corporate decision on spending on CSR activities. On the other hand, ethical factors and trust factors significantly influence the corporate decision on expenditure on CSR activities. The findings highlight companies’ requirements to be conscious of their social image. Probable limitations of the study could include sample size and the number of variables chosen.

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