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The effect of customer citizenship in corporate social responsibility (CSR) activities on purchase intention: the important role of the CSR image

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  • Eun-Mi Lee
  • Sung-Joon Yoon

Abstract

Purpose - The purpose of this paper is to examine whether the corporate social responsibility (CSR) image of a firm is influenced by consumer citizenship and the consumer’s involvement in CSR and the extent to which this affects purchase intention. Design/methodology/approach - A total of 304 usable responses were obtained from a sample of 313 consumers who were 18 years of age or older. Findings - The result of study indicates that consumer citizenship and involvement in CSR activities have significant effects on CSR image, and that consumer citizenship has a significant effect on involvement in CSR activities. CSR image also has a positive effect on product attitude but no significant influence on purchase intention. Originality/value - The consumer perception of a firm’s CSR image is an important factor to consider while implementing CSR strategies; therefore, it is strategically important to understand the antecedents and consequences of creating a positive CSR image because of its effect on the responsible purchasing behavior of people who adhere to strong consumer citizenship.

Suggested Citation

  • Eun-Mi Lee & Sung-Joon Yoon, 2018. "The effect of customer citizenship in corporate social responsibility (CSR) activities on purchase intention: the important role of the CSR image," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 14(4), pages 753-763, October.
    • Handle: RePEc:eme:srjpps:srj-04-2017-0074
    DOI: 10.1108/SRJ-04-2017-0074
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    Citations

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    Cited by:

    1. Nick Lin-Hi & Marlene Reimer & Katharina Schäfer & Johanna Böttcher, 2023. "Consumer acceptance of cultured meat: an empirical analysis of the role of organizational factors," Journal of Business Economics, Springer, vol. 93(4), pages 707-746, May.
    2. Zhao Qi Sun & Sung Joon Yoon, 2022. "What Makes People Pay Premium Price for Eco-Friendly Products? The Effects of Ethical Consumption Consciousness, CSR, and Product Quality," Sustainability, MDPI, vol. 14(23), pages 1-18, November.
    3. Gareth R. T. White & Anthony Samuel & Robert J. Thomas, 2023. "Exploring and Expanding Supererogatory Acts: Beyond Duty for a Sustainable Future," Journal of Business Ethics, Springer, vol. 185(3), pages 665-688, July.
    4. Abdelmohsen A. Nassani & Hadi Hussain & Elena Condrea & Adriana Grigorescu & Zahid Yousaf & Mohamed Haffar, 2023. "Zero Waste Management: Investigation of Green Technology, the Green Supply Chain, and the Moderating Role of CSR Intentions," Sustainability, MDPI, vol. 15(5), pages 1-12, February.
    5. Hee-Kyung Koh & Regina Burnasheva & Yong Gu Suh, 2022. "Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    6. Chen Wang & Yeonggil Kim & Changhee Kim, 2022. "Are all CSR Activities in Your SNS Authentic? The Antecedents and Outcomes of Consumer Perceived Authenticity of CSR," SAGE Open, , vol. 12(4), pages 21582440221, November.
    7. Jiaxu Huang & Haiqing Hu & Yong Wang, 2022. "Fuzzy Front-End Vertical External Involvement, Corporate Social Responsibility and Firms’ New Product Development Performance in the VUCA Age: From an Organizational Learning Perspective," Sustainability, MDPI, vol. 15(1), pages 1-21, December.
    8. Kaur, Puneet & Talwar, Shalini & Madanaguli, Arun & Srivastava, Shalini & Dhir, Amandeep, 2022. "Corporate social responsibility (CSR) and hospitality sector: Charting new frontiers for restaurant businesses," Journal of Business Research, Elsevier, vol. 144(C), pages 1234-1248.
    9. Naveed Ahmad & Rana Tahir Naveed & Miklas Scholz & Muhammad Irfan & Muhammad Usman & Ilyas Ahmad, 2021. "CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(4), pages 1-15, February.

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