Research on the Impact of Corporate Social Responsibility on Consumers’ Purchase Intention

Abstract

This study built a model including corporate social responsibility (CSR), perception of product quality, consumers’ purchase intention, and tested the influence of the CSR on consumers’ purchase Intention and the moderating effect of perception of product quality through questionnaire method. The results show that CSR has direct positive influence on consumers’ purchase intention, and there are differences in the positive impact on each dimension. The influence of charity, legal and environmental responsibility on consumers’ purchase intention is positively moderated by the perception of product quality, and the influence of economic and consumer responsibility on consumers’ purchase intention is negatively moderated by it.