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Perceived influence of corporate social responsibility on consumer loyalty: the role of ethical ideology

Author

Listed:
  • Daiva Beniulytė

    (Kaunas University of Technology, Lithuania)

  • Beata Šeinauskienė

    (Kaunas University of Technology, Lithuania)

  • Aušra Rūtelionė

    (Kaunas University of Technology, Lithuania)

Abstract

This study explored how different types of perceived corporate social responsibility serve to affect customer loyalty, and how consumer ethical ideologies affect perceived corporate social responsibility. The empirical research analysis reveals that respondents are more often characterised by an ethical ideology of idealism, and that they are most aware of any corporate social responsibility (CSR) that is consumer-orientated. In addition, it has been found that the perceived CSR, which focuses on the public, has a significantly lower impact, while the impact of the perceived employee-orientated CSR is statistically significant only in respect to repeat purchases.

Suggested Citation

  • Daiva Beniulytė & Beata Šeinauskienė & Aušra Rūtelionė, 2020. "Perceived influence of corporate social responsibility on consumer loyalty: the role of ethical ideology," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 8(1), pages 291-300, September.
    • Handle: RePEc:ssi:jouesi:v:8:y:2020:i:1:p:291-300
    DOI: 10.9770/jesi.2020.8.1(20)
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    Citations

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    Cited by:

    1. Bożena Gajdzik & Kamila Bartuś & Magdalena Jaciow & Radosław Wolniak & Robert Wolny & Wiesław Wes Grebski, 2024. "Evolution of Polish E-Consumers’ Environmental Awareness and Purchasing Behavior over Ten Years," Sustainability, MDPI, vol. 16(11), pages 1-29, May.
    2. Aistė Čapienė & Aušra Rūtelionė & Manuela Tvaronavičienė, 2021. "Pro-Environmental and Pro-Social Engagement in Sustainable Consumption: Exploratory Study," Sustainability, MDPI, vol. 13(4), pages 1-20, February.
    3. Zengming Zou & Yu Liu & Naveed Ahmad & Muhammad Safdar Sial & Alina Badulescu & Malik Zia-Ud-Din & Daniel Badulescu, 2021. "What Prompts Small and Medium Enterprises to Implement CSR? A Qualitative Insight from an Emerging Economy," Sustainability, MDPI, vol. 13(2), pages 1-16, January.
    4. Wen-Shin Huang & Cheng-Jhen Lee & Han-Shen Chen, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention toward Environmentally Friendly Sneakers," Sustainability, MDPI, vol. 14(21), pages 1-17, November.

    More about this item

    Keywords

    CSR; ethical ideologies; consumer loyalty;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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