Customers' pereceptions of corporate social responsibility and their purchasing intention - A study in the home appliance sector

Abstract

This study is to investigate customers’ perceptions of 4 types of responsibilities in Carroll’s CSR pyramid (1991), including economic, legal, ethical and philanthropic responsibilities; and the effects of their perceptions of CSR on purchasing intention. The findings show some salient points. Firstly, the order of 4 responsibilities from customers’ opinions is different from that of Carroll (1991). Secondly, pruchasing power does not affect the impact of customers’ perceptions of price fairness on purchasing intention. Lastly, customers’ perceptions of CSR have positive influence on purchasing intention. These research findings are a valuable reference for business firms in implementing CSR in order to influence customers positively

Keywords

• trách nhiệm xã hội
• carroll
• carvalho
• nhận thức của người tiêu dùng
• ý định mua
• công bằng về giá
• sự tự hài lòng về bản thân
• quyền lực mua.