scholarly journals Consumers’ Perception of CSR Activities: What Does it Mean for Companies?

2021 ◽  
Author(s):  
Milica Nikolić ◽  
Milica Maričić ◽  
Dejana Nikolić
Keyword(s):  
Willingness To Pay ◽  
Conceptual Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Research Question ◽  
Sem Analysis ◽  
Socially Responsible ◽  
Proposed Model ◽  
Mutual Relations ◽  
Corporate Social

Research Question: The paper develops a conceptual model for exploring the factors which impact the consumers' word of mouth (WOM) and willingness to pay (WTP) for products and services of socially responsible companies. Motivation: The paper is based on the research of Castaldo et al. (2009), Pivato et al. (2007), Rim and Kim (2016), and Jarvis et al. (2017) concerning the consumers’ perception of corporate social responsibility (CSR) and measurement of the effectiveness of CSR activities. Accordingly, our paper tries to provide companies with valuable information on how the consumers’ perception of CSR activities impacts the consumers’ trust, awareness, purchase intention, and future behaviour. Idea: The proposed model is based on three pillars: Perception of CSR, Moderating effects, and Willingness to pay and recommend and strives to shed light on their mutual relations. The goal is to better understand the complex mechanisms and consequences of the consumers’ perception of CSR activities of companies. Data: To verify the proposed conceptual model, a questionnaire was developed and distributed. In total, 265 respondents participated in the research. Tools: Structural equation modelling (SEM) analysis was employed to explore the relationships between defined factors. Findings: The findings illustrate that both attitudes towards CSR and CSR companies have an impact on the level of trust and purchase intention. When it comes to WTP and WOM, only the level of trust and purchase intention have an impact. Interestingly, the respondents' awareness of the companies’ CSR activities did not have an impact on WTP and WOM. The model indicates that the companies should communicate their CSR activities which will lead to greater trust and purchase intention leading to higher consumers' willingness to pay and recommend the companies’ products/services. Contribution: The study empirically explores how the perception of CSR and CSR activities potentially influences the WOM and WTP on products and services of socially responsible companies and provides a roadmap on how companies can increase the benefits of their CSR activities.

scholarly journals ANTESEDEN DARI WILINGNESS TO PAY A PRICE PREMIUM DAN KONSEKUENSINYA TERHADAP PURCHASE INTENTION OF GREEN PRODUCT

2017 ◽  
Vol 19 (3) ◽  
pp. 304
Author(s):  
Sri Vandayuli Riorini ◽  
Dita Oki Berliyanti
Keyword(s):  
Corporate Social Responsibility ◽  
Willingness To Pay ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Model ◽  
Price Premium ◽  
Green Product ◽  
Green Products ◽  
Social Image ◽  
Corporate Social

Global warming telah menjadi isu global di seluruh dunia mulai dari negara maju sampai negara yang tergolong miskin dan tertinggal.  Hal ini menyebabkan tuntutan untuk pemasaran hijau semakin meningkat. Secara umum, dalam persepsinyamasyarakat menganggap produk hijau, terutama produk organik berharga mahal sehingga mereka tidak sepenuhnya respek terhadap produk hijau. Tujuan dari penelitian ini adalah untuk menganalisis anteseden dari Willingness to pay a price premium, serta konsekuensinya terhadap Purchase intention of green product. Responden yang digunakan sebagai sampel dalam penelitian ini sebanyak 200 respondenpembeli sayur-sayuran dan buah-buahan organik pada Hypermarket di Jakarta. Teknik pengambilan sampel menggunakan Purposive sampling danMetode analisa data menggunakan Teknik Structural Equation Model. Hasil penelitian menemukan (1) Awareness of green product, Quality, Social image, Uniqueness, dan Corporate Social Responsibility, merupakan anteseden dari Willingness to pay a price premium. (2)  Awareness of green product merupakan faktor yang paling dominan dalam mempengaruhi Willingness to pay a price premium.(3) terdapat pengaruh positif Willingness to pay a price premium terhadap Purchase intention of green product. Penelitian selanjutnya disarankan untuk menambahkan Concern about green product danKnowledge of green product sebagai anteseden dari Willingness to pay a price premium.Global warming becoming a worldwide issue from advanced country to poor country. It caused by demanding of green marketing is growing up. In general perception, society consider that the green products especially organic product is expensive therefore they are not full respect to green products. The purpose of this study is to analyze antecedents from Willingness to pay a price premium involved its consequence to Purchase intention of green products. In this study, there were 200 respondents used as sample. They are organic vegetables and fruits buyer from Hypermarket in Jakarta. The sample technique used was Purposive sampling and the data analyze method used was Structural Equation Model. The result of this study are (1) Awareness of green product, Quality, Social image, Uniqueness, and  Corporate Social Responsibility, are antecedents of  Willingness to pay a price premium.(2)Awareness of green product is the main factor to influence Willingness to pay a price premium. (3) There is a positive influence of Willingness to pay a price premium towards Purchase intention of green product.  For future research suggested to add a Concern about green product and Knowledge of green productas antecedents from Willingness to pay a price premium.

scholarly journals Corporate Social Responsibilities of Food Processing Companies in Vietnam from Consumer Perspective

2019 ◽  
Vol 12 (1) ◽  
pp. 71 ◽  
Author(s):  
Phuong-Mai Nguyen ◽  
Nam D. Vo ◽  
Nguyen Phuc Nguyen ◽  
Yongshik Choo
Keyword(s):  
Food Processing ◽  
Structural Equation ◽  
Sem Analysis ◽  
Primary Data ◽  
Socially Responsible ◽  
The Sustainable Development ◽  
Consumer Perspective ◽  
Development Goals ◽  
Corporate Social ◽  
The Relationship

Corporate social responsibility (CSR) has been receiving increasing attention in the international community since the Sustainable Development Goals (SDGs) emphasise effective corporate partnership. CSR is one of the most critical instruments linking corporate activities to the SDGs. Among various stakeholders, consumers can play an essential role in motivating companies to become socially responsible. However, there is little evidence from developing countries about the linkage between CSR and consumers. This paper, therefore, examines the relationship between consumers’ perception of a company’s CSR practices and their attitudes towards and intentions on purchasing its goods with empirical evidence from the Vietnamese food industry. The primary data was collected from 622 consumers using processed food in a self-administered survey in Northern Vietnam. Based on the structural equation modelling (SEM) analysis, this study shows that perception of CSR toward community has the most substantial influence on consumers’ attitude, followed by the perception of CSR toward employees and perception of fair operating practices responsibility. Although Vietnamese consumers have knowledge of the CSR in the food processing industry, their response to either good or bad CSR practices is still insufficient. Hence, the Vietnamese government and civil society should actively intervene to strengthen CSR regulations and enhance consumers’ CSR awareness.

Modeling socially responsible consumption and the need for uniqueness: a PLS-SEM approach

Kybernetes ◽  
2017 ◽  
Vol 46 (8) ◽  
pp. 1325-1340 ◽  
Author(s):  
Andreia Gabriela Andrei ◽  
Patrizia Gazzola ◽  
Alexandra Zbuchea ◽  
Vlad Andrei Alexandru
Keyword(s):  
Conceptual Model ◽  
Structural Equation ◽  
Equation Modeling ◽  
Socially Responsible ◽  
Content Type ◽  
Need For Uniqueness ◽  
Proposed Model ◽  
Responsible Consumption ◽  
Phenomenological Perspective ◽  
Socially Responsible Consumption

Purpose The purpose of the present study is intended to fill a research gap, by advancing a conceptual model which brings novel insights on the relationships between socially responsible consumption and consumer’s need for uniqueness. Design/methodology/approach Relying on a questionnaire-based survey for data collection, the proposed model was tested using the partial least squares (PLS) algorithm for structural equation modeling (SEM), which allows the assessment of the models containing both formative and reflective constructs. Findings The research found that 73.7 per cent of the variance in the consumer’s belief in the importance of personal power to make a difference through socially responsible choices is explained by the proposed model. Moreover, four of the five factors of socially responsible consumption fully mediate the positive effect of the consumer’s need for uniqueness on the importance attached to personal socially responsible choices in driving positive change. Research limitations/implications The study avails a phenomenological perspective by offering novel insights from a Romanian sample. The limitation associated with a country-centric vision is compensated through the contextual analysis and integration of a new point of reference in the overall framework of socially responsible consumption. Practical implications The evidence is indicative of new consumption insights and should be closely considered by companies. Originality/value The study draws upon a conceptual model integrating the relationships between socially responsible consumption and a psychological characteristic – the consumer’s need for uniqueness – which has been never tested as such before.

scholarly journals Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness

2021 ◽  
Vol 13 (8) ◽  
pp. 4548
Author(s):  
Qingyu Zhang ◽  
Sohail Ahmad
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sustainable Growth ◽  
Equation Modeling ◽  
Future Research ◽  
Purchasing Intention ◽  
Corporate Social ◽  
Moderating Role

Corporate social responsibility (CSR) in management domains is a well-known concept that links corporate interests and environmental/community values. CSR is considered a strategic policy that offers environmental and social competitive advantages. Organizations consider that CSR-based goodwill provides a tactical competitive edge and sustainable growth. The goal of this paper is to show how CSR programs affect consumers’ purchasing intention in the context of Pakistan. In addition, the effect of customer awareness has been studied as a moderator between CSR and purchasing intention. To this end, the study has conducted a survey and gathered Pakistani customers’ responses, and structural equation modeling has been used to evaluate the results. The study concludes that CSR activities favorably affect customer purchasing intentions directly as well as indirectly through improving brand image and trust, and customer awareness of CSR activities plays a moderating role. The implications and future research directions are discussed.

Corporate Ethics and Corporate Social Responsibility in Reinforcing Consumers Bonding

2018 ◽  
pp. 1042-1059
Author(s):  
Ari Setiyaningrum ◽  
Vincent Didiek Wiet Aryanto
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Equation Modeling ◽  
Corporate Ethics ◽  
Proposed Model ◽  
Main Determinants ◽  
Corporate Social ◽  
Corporate Trust

Corporate ethics (CE) and corporate social responsibility (CSR) have been considered as the main determinants of companies' success as well as sustainability for company's viability. Both of them potentially affects on consumer buying behavior. This study aims at exploring the basic issue on CE and CSR. In addition, this study examines whether good corporate ethics and CSR engagement of companies always lead to positive consumer response in the context of controversial tobacco's company. Data collected by distributing questionnaires to the 318 respondents. By means of structural equation modeling (SEM) to examine the proposed model, it indicated that the more well-defined of corporate ethics lead to the better evaluation of CSR activities, the more well-defined of corporate ethics and the better evaluation of CSR activities lead to the good corporate reputation. In addition, the good corporate reputation leads to the higher corporate trust, and the higher corporate trust lead to the stronger consumers bonding.

Trust, Perceived Benefit, and Purchase Intention in C2C E-Commerce

2021 ◽  
pp. 1313-1338
Author(s):  
Shukuan Zhao ◽  
Yiwen Fang ◽  
Weiyong Zhang ◽  
Hong Jiang
Keyword(s):  
Structural Equation Modeling ◽  
Theoretical Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Research Question ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Theoretical Understanding ◽  
Perceived Benefit ◽  
The Relationship

It is a class research question about how trust and perceived benefit affect consumers' purchase intentions. This research examines the relationship in a very different context: consumer-to-consumer (C2C) e-commerce in China. Specifically, this research empirically assesses the differences in effect size due to the change of context. First, a theoretical model linking trust, perceived benefit, and their antecedents to purchase intention is developed upon the literature. Then the model is evaluated using empirical data collected at Taobao, the largest C2C e-commerce website in China. Partial least squares based structural equation modeling (PLS-SEM) results strongly support the model and research hypotheses. A developing country context can indeed affect the strength of effect. These results contribute to the literature in that they provide new insights toward a more in-depth theoretical understanding. Meanwhile, they can also provide useful guidance for managers.

Factors influencing green purchase behavior of millennials in India

2018 ◽  
Vol 29 (5) ◽  
pp. 798-812 ◽  
Author(s):  
Richa Chaudhary ◽  
Samrat Bisai
Keyword(s):  
Willingness To Pay ◽  
Cultural Context ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Buying Behavior ◽  
Content Type ◽  
The Relationship

Purpose Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework. Design/methodology/approach Data were collected from 202 students from various departments of an institute of higher education in India. The proposed model was tested with the help of structural equation modeling using bootstrapping procedures in SPSS AMOS 24. Findings Except for the direct association between subjective norm (SN) and purchase intention (PI), the study provided support for the TPB framework. EC was found to exert an indirect influence on green PI through its effect on attitude, SN and perceived behavioral control. Willingness to pay premium moderated the relationship of PI with green buying behavior. PIs were found to successfully translate into purchase behavior (PB). Practical implications This research by promoting an understanding on the factors affecting the green buying behavior of educated millennials in India will assist green marketers to tap the tremendous potential inherent in this market segment by formulating customized market plans and strategies. Originality/value The study extends the existing literature by validating and extending the TPB framework in a unique cultural context and advancing the understanding of underlying psychological mechanisms and boundary conditions of the relationship between PIs and PBs.

scholarly journals Understanding E-Commerce Consumers’ Repeat Purchase Intention: The Role of Trust Transfer and the Moderating Effect of Neuroticism

2021 ◽  
Vol 12 ◽  
Author(s):  
Hyeon Gyu Jeon ◽  
Cheong Kim ◽  
Jungwoo Lee ◽  
Kun Chang Lee
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Sem Analysis ◽  
Moderating Effect ◽  
Global Model ◽  
Positive Effects ◽  
Trust Transfer ◽  
Repeat Purchase

The dominant position of e-commerce is especially being articulated in the retailing industry once again due to several constraints that the world faces in the COVID-19 pandemic era. In this regard, this study explores the significant role of trust transfer (from offline to online) and the moderating effect of consumers’ neurotic traits in the framework of trust-satisfaction-repurchase intention in the e-commerce context based on a survey with 406 Korean e-commerce consumers. Moreover, a prediction-oriented segmentation (POS) technique combined with structural equation models (SEM) was utilized to reveal consumers’ probable hidden heterogeneous characteristics. The outcomes of the global model SEM analysis indicate that offline-online trust transference occurs in e-commerce, and the conveyed trust significantly influences satisfaction and consumers’ repeat purchase intention through satisfaction. Neuroticism also has significant positive effects on trust transfer in the global model. However, results in three subgroups generated by POS show heterogeneous characteristics that considerably differed from the global model test results. The implications from this study will be beneficial to field practitioners in the e-commerce industry in addressing the importance of trust transfer, negative neurotic traits as well as heterogeneous aspects of consumers.

scholarly journals Consumer processing of interactive online advertisements

2021 ◽  
Author(s):  
◽  
Lachlan McLaren
Keyword(s):  
Information Processing ◽  
Conceptual Model ◽  
Structural Equation ◽  
Research Question ◽  
Self Report ◽  
Future Research ◽  
The Internet ◽  
Information Processing Theory ◽  
Processing Theory ◽  
Online Advertisements

<p>The internet is a computer mediated environment that facilitates the interaction between firms and consumers. This inherent interactivity gives marketers the opportunity to provide consumers with more engaging advertisements. Instead of a largely passive audience characteristic of broadcast and print media, advertising on the internet involves interaction between marketer and consumer, resulting in a consumer that is more active in the communication and persuasion process. In an interactive medium, the consumer can also interact with marketing messages in real time. This was not possible with print and broadcast advertising, therefore, understanding how this interaction influences advertising persuasiveness is important. The key research question for this study is what effect does interactivity within an online advertisement have on consumers’ attention to, processing of and attitude towards the ad? This research applies established information processing theory in an online context to develop a conceptual model of the effects of interactivity on consumer processing of advertisements. Using an online experiment to collect data this study manipulates interactivity within an online banner advertisement and tests the conceptual model using structural equation modelling. The results indicate that consumers pay more attention to online advertisements that are interactive and that the increased attention leads to an increase in processing of the advertisement and a more favourable attitude towards the ad. In addition those who interacted with the advertisement had more favourable thoughts about the advertisement. Previous effects of interactivity on processing and attitude towards the advertisements were not observed. A possible explanation is the assumption of attention to the advertisement made in previous studies. Instead this study suggests that interactivity cannot influence consumer processing of advertisements without the consumer first paying attention to the advertisement. The findings of this study contribute to the domains of interactivity and information processing theory through clarifying questions about the ability of interactive advertising to engage consumers and demonstrating the effectiveness of information processing theory to explain how consumers process interactive messages. Future research directions are outlined that include investigating what interactive features in advertisements are most engaging for consumers and combining self-report measures with more objective methods to provide a more comprehensive understanding of how consumers process interactive messages.</p>

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