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Consumers’ Perspectives and Behaviors towards Corporate Social Responsibility—A Cross-Cultural Study

Author

Listed:
  • Yi Hsu

    (Department of Business Administration, National Formosa University, Huwei Township 632301, Taiwan)

  • Thi Hong Gam Bui

    (Department of Business Administration, National Formosa University, Huwei Township 632301, Taiwan)

Abstract

This study measured consumers’ perspectives and behaviors with respect to corporate social responsibility (CSR). Specifically, we explored the components of CSR, including CSR aimed towards the environment, society, customers, employees, suppliers, and shareholders. We also examined the impact of CSR practices on brand attitude and purchase intention. The study surveyed 616 consumers across three locations, with detailed questionnaires in four languages. A total of 564 samples (186 from Vietnam, 189 from Indonesia, and 189 from Taiwan) qualified for data analysis. Additionally, statistics software including LISREL 8.8, STATISTICA 10, and MINITAB 19 were utilized to evaluate our hypotheses and construct a structural model. The results indicated that the consumers across the three areas were not concerned about CSR aimed towards shareholders, while all consumers considered CSR aimed towards themselves. Vietnamese customers prioritized a company’s care for its employees, while both Indonesian and Taiwanese consumers concentrated on the environment and society. In addition, suppliers’ benefits and rights attracted Indonesians’ attention. Furthermore, CSR had a positive significant impact on brand reputation in all three cultures. However, while CSR had a positive influence on customer purchase intention in Indonesia and Taiwan, it did not in Vietnam.

Suggested Citation

  • Yi Hsu & Thi Hong Gam Bui, 2022. "Consumers’ Perspectives and Behaviors towards Corporate Social Responsibility—A Cross-Cultural Study," Sustainability, MDPI, vol. 14(2), pages 1-23, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:2:p:615-:d:718989
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    References listed on IDEAS

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    1. Ma, Qing & Xu, Heng, 2018. "Strategic Corporate Social Responsibility and Spillover," MPRA Paper 89771, University Library of Munich, Germany.
    2. Minh Nguyen & Jo Bensemann & Stephen Kelly, 2018. "Corporate social responsibility (CSR) in Vietnam: a conceptual framework," International Journal of Corporate Social Responsibility, Springer, vol. 3(1), pages 1-12, December.
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    Cited by:

    1. Wilert Puriwat & Suchart Tripopsakul, 2022. "From ESG to DESG: The Impact of DESG (Digital Environmental, Social, and Governance) on Customer Attitudes and Brand Equity," Sustainability, MDPI, vol. 14(17), pages 1-15, August.
    2. Qiaowen Zhang & Annalien de Vries, 2022. "Seeking Moral Legitimacy through Corporate Social Responsibility: Evidence from Chinese Manufacturing Multinationals," Sustainability, MDPI, vol. 14(9), pages 1-21, April.
    3. Camila Kolling & José Luis Duarte Ribeiro & Donato Morea & Gianpaolo Iazzolino, 2023. "Corporate social responsibility and circular economy from the perspective of consumers: A cross‐cultural analysis in the cosmetic industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1226-1243, May.
    4. Wen-Yun Chang & Viriya Taecharungroj & Supara Kapasuwan, 2022. "Sustainable Luxury Consumers’ Preferences and Segments: Conjoint and Cluster Analyses," Sustainability, MDPI, vol. 14(15), pages 1-16, August.

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