Abstract
Corporate social responsibility (CSR) raised the attention of the MENA market, given its capacity to influence consumers’ purchase intention and, particularly, consumers’ repurchase intention. Therefore, CSR helps to build a long-term relationship between the companies with its consumers. Following this new trend, our work contributes to the understanding of how CSR contributes to a long-term relationship with consumers. To achieve that, we considered the four dimensions of CSR (philanthropic, legal, organisation, and ethics) and used those constructs to evaluate the consumers’ relationship intention with companies. Our research was performed in MENA countries by interviewing 1632 consumers. Our findings showed that the philanthropic, legal, and ethical dimensions played a relevant role in determining a long-term relationship between the companies and consumers. This research results differ from the results gained by other researchers in previous studies. Therefore, to establish a long-term relationship with consumers, MENA countries’ companies should focus on philanthropy, legal, and ethics. This study extends, as well as contributes to the extant corporate social responsibility literature by offering new evidence on the impact of corporate social responsibility on consumer relationship intention. The findings will help regulators and policy-makers in evaluating the adequacy of the current corporate social responsibility reforms to prevent management misconduct and scandals.
Highlights
Corporate social responsibility (CSR) consists of the notion that every company, firm, or business should contribute to the development of social and environmental goals (Gjølberg, 2010)
Through the hypotheses test (Table 3), we were able to verify that the philanthropic, legal, and ethical dimensions attained significance, at the 1% level, to affect the intent of customer relationships with CSR firms
The aim of this study is to test the relationship between the dimensions of CSR and the MENA countries’ consumer’s intention to engage with corporate social responsibility
Summary
Corporate social responsibility (CSR) consists of the notion that every company, firm, or business should contribute to the development of social and environmental goals (Gjølberg, 2010). CSR goes beyond regulatory compliance; it demands that firms act to attend the social and environmental needs. Whether or not CSR influences consumer purchase intention still needs to be explored. According to Becker-Olsen, Cudmore, and Hill (2006), organisations use corporate social responsibility (CSR) as a strategy to differentiate their services and products, and, influence the choice of consumers. CSR relates to the voluntary initiatives taken by the companies on social and environmental well-being. CSR could be considered as a companies’ ethical conduct, especially regarding the socially responsible enterprise. In that context, Carroll (1991) emphasises that, for getting a better understanding of CSR, we need to account for its four dimensions: economic, legal, ethical, and philanthropic
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