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Consumers’ responses to CSR activities: The linkage between increased awareness and purchase intention
Authors:Ki-Hoon Lee  Dongyoung Shin
Institution:1. Centre for Sustainability Management, Leuphana University, Scharnhorststr. 1, Lueneburg, Germany;2. Samsung Economic Research Institute, Seocho-2-dong, Seoul 1321-15, Republic of Korea
Abstract:The body of research showing the positive effects of corporate social responsibility (CSR) on consumer behavior has been growing steadily. However, previous studies have not characterized corporate behaviors in terms of their perception by consumers as significant CSR and researchers have paid little attention to consumers’ understanding of this notion of CSR. The present study explores the relationship between consumer awareness of CSR activities and their purchase intentions. This study employs a questionnaire survey involving Korean consumers. For the analysis, measurement scales for CSR activities and consumers’ purchase intention scales are respectively developed. From the results it is found that there is a significant positive relationship between these two parameters. This study finds out as CSR activities corporate social contribution and local community contribution affect consumers’ purchase intention while corporate environmental protection and contribution have no effects on consumers’ purchase intention.
Keywords:Corporate social responsibility  Consumer awareness  Purchase intention  Public relations communication strategy
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