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Corporate Social Responsibility as a Catalyst for Purchase Intention. Approaches in the Restaurant Industry

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  • David Franco
  • Ismael Rodriguez

Abstract

Companies in the restaurant industry are facing a bleak outlook since the appearance of the pandemic caused by the SARS-CoV-2. To recover their radiance and increase their sales, it is necessary to identify strategies that allow them to generate a greater connection with the consumer. This article analyzes the impact of Corporate Social Responsibility (CSR) on the purchase intention of consumers in restaurants located in Aguascalientes, Mexico. From the analysis of 411 surveyed customers and using the multiple linear regression technique, it can be seen that CSR explains 53% of the purchase intention. In the same way, it is determined that the legal and ethical dimensions are the most crucial factors for consumers in this locality. Therefore, it is recommended that companies focus their efforts on applying and disseminating CSR activities in order to encourage sales.

Suggested Citation

  • David Franco & Ismael Rodriguez, 2022. "Corporate Social Responsibility as a Catalyst for Purchase Intention. Approaches in the Restaurant Industry," International Business Research, Canadian Center of Science and Education, vol. 15(7), pages 1-1, July.
    • Handle: RePEc:ibn:ibrjnl:v:15:y:2022:i:7:p:1
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    References listed on IDEAS

    as
    1. Bala Ramasamy & Mathew Yeung, 2009. "Chinese Consumers’ Perception of Corporate Social Responsibility (CSR)," Journal of Business Ethics, Springer, vol. 88(1), pages 119-132, April.
    2. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    3. Naveedullah Mulaessa & Hong Wang, 2017. "The Effect of Corporate Social Responsibility (CSR) Activities on Consumers Purchase Intention in China: Mediating Role of Consumer Support for Responsible Business," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(1), pages 73-81, February.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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