Ekonomska Istraživanja (Dec 2021)

Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty

  • Chunhui Huo,
  • Javaria Hameed,
  • Mo Zhang,
  • Ahmad Fahme Bin Mohd Ali,
  • Nik Alif Amri Nik Hashim

Journal volume & issue
Vol. 0, no. 0
pp. 1 – 30


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Green innovation performance deals with the strengthening of the organizations for their competence in enhancement of their green image. Current research examines the role of corporate social responsibility (CSR) in improving sustainable purchase intentions. In addition, it explores the mediating roles of brand trust and brand loyalty. It also reveals that how CSR is crucial for green innovation performance in Pakistan. This research uses the structural equation model (SEM) analysis technique to investigate the linkage between constructs in the complex research model. This uses a self-administrated survey-based questionnaire and a convenience sampling technique for data collection. The unit of analysis is buyers from textile and clothing brands consisting 373 respondents. The findings revealed that corporate social responsibility had a beneficial impact on Pakistani purchasers' long-term purchase intentions. Green innovation performance can also be improved by improving CSR. The link between CSR, sustainable buying intentions, and green innovation technology is partially mediated by brand loyalty. Brand trust was identified as a possible link between CSR and brand loyalty. Brand trust and loyalty, interestingly, modulate the link between CSR and sustainable purchase intentions as well as CSR and green innovation performance in a sequential manner. The article's findings will be useful for academics, specialists, and policymakers as these provide glimpse into textile, clothing, and fashion brands with a focus on CSR to improve green innovation performance, as well as highlighting the most relevant studies on the topic and showcasing trends in research and gaps in the field.