Abstract
AbstractCorporate social responsibility (CSR) has been identified as a critical factor influencing consumer decision‐making. However, there has been little empirical research on whether and how CSR affects consumer outcomes in the context of natural disasters. Against the backdrop of the Erke donation event that occurred during the flood in Henan Province, China, the present study examined the relationship between perceived corporate social responsibility (PCSR) and consumer purchase intention/behavior during a special period. We found that PCSR was positively related to consumers' purchase intention and purchase behavior. We also found that while national identity partially mediated the association between PCSR and purchase intentions, this mediating effect was not found in the path from PCSR to purchase behavior. Additionally, we found that herd mentality moderated the direct relationship between PCSR and purchase intention, but not the mediated path.
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