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Authentic corporate social responsibility: antecedents and effects on consumer purchase intention

  • Purpose The aim of the research is to identify the factors that create an authentic company's corporate social responsibility (CSR) engagement and to investigate whether an authentic CSR engagement influences the purchase intention. In addition, the study attempts to provide insights into the mediation role of attitude toward the company and frequency of purchase on purchasePurpose The aim of the research is to identify the factors that create an authentic company's corporate social responsibility (CSR) engagement and to investigate whether an authentic CSR engagement influences the purchase intention. In addition, the study attempts to provide insights into the mediation role of attitude toward the company and frequency of purchase on purchase intention. Design/methodology/approach In this study, a theoretical framework is developed in which major antecedents of authentic CSR are identified. A specific example of a brand and its corporate social responsibility activities was used for the study. An online questionnaire was used to collect the data. To verify the hypothesis, structural equation modeling with the partial least squares method was used. A total of 240 people participated in the study. Findings The results of the study confirmed that CSR authenticity positively influences consumer purchase intention. Furthermore, the hypothesized impact of CSR authenticity on attitudes toward the company and frequency of purchase could be verified. Originality/value Although there is research on the antecedents influencing the consumer's perceived authenticity of CSR, it has not addressed differences in impact and has not presented a full picture of influencing antecedents. In addition, CSR proof as a new antecedent is investigated in the study. Moreover, research on outcomes of perceived CSR authenticity still lacks depth. The study therefore addresses this research gap by providing an extensive research framework including antecedents influencing CSR authenticity and outcomes of CSR authenticity.show moreshow less

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Metadaten
Document Type:Article (reviewed)
Zitierlink: https://opus.hs-offenburg.de/7177
Bibliografische Angaben
Title (English):Authentic corporate social responsibility: antecedents and effects on consumer purchase intention
Author:Lars Mäncher, Christopher ZerresStaff MemberORCiDGND, Thomas Breyer-MayländerStaff MemberORCiDGND
Year of Publication:2023
Date of first Publication:2023/04/26
Publisher:Emerald Publishing
Page Number:20
First Page:1
Last Page:20
Parent Title (English):European Journal of Management Studies
Issue:EarlyCite
ISSN:2183-4172 (Print)
ISSN:2635-2648 (Elektronisch)
DOI:https://doi.org/10.1108/EJMS-10-2022-0065
URN:https://urn:nbn:de:bsz:ofb1-opus4-71776
Language:English
Inhaltliche Informationen
Institutes:Fakultät Medien (M) (ab 22.04.2021)
DDC classes:300 Sozialwissenschaften
Tag:CSR authenticity; Corporate social responsibility; Purchase intention
Formale Angaben
Relevance:Wiss. Zeitschriftenartikel reviewed: Sonstiger Nachweis des Review-Verfahrens
Open Access: Open Access 
 Gold 
Licence (German):License LogoCreative Commons - CC BY - Namensnennung 4.0 International