The impact of corporate social responsibility on consumers' green product actual purchase

Abstract

The mutual dependence of businesses and society has emphasized the growing importance of the concept of corporate social responsibility (CSR). Despite the fact that CSR has emerged as one of the leading management concerns worldwide, both businesses and academia have largely ignored its application in developing countries. Many studies have shown that CSR has a positive impact on consumers' loyalty and purchase intention. This study will introduce trust as an intermediary variable to explore the impact of the four dimensions of CSR, including society, environment, economy and law, on consumer loyalty and purchase intention, and further explore whether the loyalty and purchase intention will lead to consumers' actual purchase behavior. In addition, product types of green products are introduced as moderating variables to further explore the impact of social responsibility on consumers' actual green product purchases.