Abstract
This research paper was designed to examine the influence of corporate social responsibility (CSR) associations and environmental concerns on consumer-retailer love and attitude toward the retailer, as well as the subsequent effects on consumer behavioral intentions regarding the retailer, such as repeat patronage intention and willingness to pay a premium price for products offered by the retailer. In this study, a questionnaire survey was conducted on consumers for the purpose of investigating five proposed hypotheses. This research applied partial least squares (PLS) to exam the hypotheses and analyze the data. The findings of this research indicated that CSR association and environmental concern both have positive effects on consumer-retailer love and attitude toward the retailer. Also, the results showed that consumer-retailer love has a significantly positive effect on consumer attitude towards the retailer. This paper establishes that consumer-retailer love and attitude toward a retailer are main mediators of the relationship between CSR associations, environmental concern, and consumer behavioral intentions.
Highlights
Corporate social responsibility (CSR) is a critical thought in the scholastic domain, and is becoming an urgent issue on actual corporate agendas [1,2,3]
The model proposed in the current study examined the effect of CSR associations and environmental concern on consumer-retailer love and the attitude toward the retailer, as well as the subsequent effects on consumer behavioral intentions towards the retailer, such as repeat patronage intention and willingness to pay a premium price on products offered by the retailer
The findings reveal that CSR association and environmental concern both have positive effects on consumer-retailer love and attitudes toward the retailer
Summary
Corporate social responsibility (CSR) is a critical thought in the scholastic domain, and is becoming an urgent issue on actual corporate agendas [1,2,3]. For the consumer-oriented concept, a great deal of researchers proposed that firms can obtain huge benefits when they are seen as being socially responsible by their stakeholders [5,6], their consumers [7,8], namely as a company with CSR associations [9]. The environmentally-oriented concept refers to respecting and protecting the natural environment [4], essentially a company with environmental concern. Environmental concern influence purchase behavior of environmentally sound products [10,11]. Hansla et al [12] provided demonstration of environmental concern’s direct and indirect influences on consumers’ willingness to purchase green products at a premium price
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