Insights into the Impact of CSR Communication Source on Trust and Purchase Intention

Abstract

The communication of “green CSR activities” offers companies the possibility to enhance consumer trust and increase consumers’ purchase intentions for their products. However, research on different sources and types of CSR communication is still scarce and little is known about the influence of these on trust and purchase intention outside of the Western world. In this article we explore the influence of different types of communication about environmental CSR activities on consumer trust and purchase intention in the context of Hong Kong consumers. We suggest that although positive CSR communication both in the form of advertising and publicity will have a beneficial effect on consumer trust and purchase intention, there will be a significant difference between these different types of CSR communication sources.