The effects of perceptions of corporate and corporate social responsibility on consumers’ purchasing intention - A study in the beverage industry

Abstract

The study was conducted to evaluate consumer perceptions of the four components of Corporate Social Responsibility (referred to as CSR) according to Carroll’s (1991) model, including economic and legal, ethical, and philanthropic responsibilities. The study also examines the impact of two factors, the level of consumer perception of social responsibility and the level of information received about CSR on the relationship between consumer’s perception of corporate social responsibility and purchasing intentions. The study has shown some results: first, the order of four responsibilities from customers’ opinions differs from that of Carroll (1991). Second, people with a high level of CSR awareness have a stronger impact than those with low levels of understanding of the effects of corporate social responsibility perception and purchasing intent. Lastly, people who regularly receive socially responsible information what they are received to have a positive impact on purchasing intention. These results are the reference source for businesses in their CSR implementation to positively impact consumers.

Keywords

• carroll
• nhận thức của người tiêu dùng
• thông tin người tiêu dùng tiếp nhận, ý định mua
• trách nhiệm xã hội