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Title: Corporate social responsibility and purchase intentions: perceptions and expectations of young consumers' in Ghana

Authors: Emmanuel Kotey Neequaye; George Kofi Amoako; Mayqueen Attatsitsey

Addresses: Simon Page College of Marketing, 8th Blohum Street, Dzorwulu, Accra, Ghana ' Marketing Department, Central Business School, Central University, P.O. Box 2305, Tema, Ghana ' Human Resource Management Department, Central Business School, Central University, P.O. Box 2305, Tema, Ghana

Abstract: Despite the growing practice of corporate social responsibility (CSR) within the telecommunications industry of Ghana, it has received limited research attention. Thus, the primary purpose of this study is to examine perceptions and expectations of consumers' regarding Airtel Ghana CSR initiatives, consider their impact on purchase intentions and identify any gap between consumers' perceptions and their expectations of Airtel Ghana CSR initiatives. A cross-sectional survey was adopted for this study and the study is quantitative in nature. The results suggest philanthropic and legal CSR were the current main drivers of Airtel Ghana consumers' purchase intentions. However, based on their expectations, Airtel Ghana consumers' wished their purchase intensions were driven by economic and ethical CSR practices instead. The researchers' discuss managerial and theoretical implications of the research results. Future research will adopt the three part model of CSR and findings compared to get a view of CSR from different perspectives.

Keywords: corporate social responsibility; CSR; purchase intentions; expectations; perceptions; Ghana.

DOI: 10.1504/IJSSOC.2019.101971

International Journal of Sustainable Society, 2019 Vol.11 No.1, pp.44 - 64

Received: 13 Feb 2018
Accepted: 11 Jan 2019

Published online: 28 Aug 2019 *

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