Impact of Consumers’ Self-Construal, Empathy, and Moral Identity on Purchase Intention toward Cause-Related Marketing Goods: A Perspective of the Moderated Mediation Model

Hsin-Ti Yang,Ghi-Feng Yen

doi:10.4236/psych.2018.92017

Abstract

This study examined whether the impact of consumers’ self-construal on purchase intention toward cause-related marketing (CRM) goods was indirectly affected by empathy and moral identity. A total of 524 valid samples were collected, after which the moderated mediation hypotheses were tested using Process software. The research data were segmented into three score groups to compare the differences between the high score and low score groups. The empirical results revealed the following findings. 1) Moral identity internalization and symbolization resulted in positive moderation effects on the direct impact of interdependent self-construal on purchase intention toward CRM products. However, under the mediating effect of empathy, the “low/low” and “high/high” groups from moral identity internalization and symbolization each produced positive and negative moderation effects. 2) Regarding the direct impact of moral identity internalization and symbolization on independent self-construal toward purchase intention toward CRM products, the “low/low” and “low/high” groups from internalization and symbolization produced positive moderation effects. However, under the mediating effect of empathy, only the “low/low” groups from internalization and symbolization produced significant positive mediating effects. Within the consumers’ self-construal and its impact on purchase intention toward CRM products, the mediation role of empathy and moderated mediation role of the two moral identity dimensions in the influence relationship were constructed. In terms of practical aspects, companies are recommended to conduct market segmentation based on consumers’ moral identities and develop distinct marketing strategies accordingly. Future studies are recommended to explore the factors behind the impact of these two groups from moral identity on purchase intention toward CRM products.

Highlights

In recent years, companies have been implementing corporate social responsibility (CSR) as a strategic tool for achieving financial goals and enhancing reputation (Skarmeas & Leonidou, 2013)
This study examined whether the impact of consumers’ self-construal on purchase intention toward cause-related marketing (CRM) goods was indirectly affected by empathy and moral identity
Purchase intention toward CRM products was positively correlated with all the independent variables and achieved significance

Summary

Introduction

Companies have been implementing corporate social responsibility (CSR) as a strategic tool for achieving financial goals and enhancing reputation (Skarmeas & Leonidou, 2013). Promoting moral standards through CSR to improve corporate image strengthens consumers’ attitudes toward the brand and products of a company. The self-system is dynamic and individuals’ self-construal-related decisions are made based on their other contemporary social identities and relevant factors (Oyserman, 2009). The findings of related previous studies diverge on whether consumers with independent selfconstrual and interdependent self-construal prefer to make purchase decisions based on emotional or cognitive aspects (Hong & Lee, 2010; Hong & Chang, 2015). Other relevant factors related to the impact of self-construal on consumer decision-making should be explored. As Taiwanese society is based on the ethnic Chinese culture of collectivism, other-focused moral emotions have a significant impact on purchase intention toward CRM products

Methods

Results

Conclusion