Title: The impact of consumer and environmental CSR on consumer behavioural intention

Authors: Ching-Wei Ho; May-Ching Ding; Yuan-Shuh Lii

Addresses: Department of Marketing, Feng Chia University, 100 Wenhwa Road, Seatwen, Taichung, 407, Taiwan ' Department of Marketing, Feng Chia University, 100 Wenhwa Road, Seatwen, Taichung, 407, Taiwan ' Department of Marketing, Feng Chia University, 100 Wenhwa Road, Seatwen, Taichung, 407, Taiwan

Abstract: The study was to consider the effect of both consumer CSR and environmental CSR on consumer-company identification and the perceived quality of the product offered by a company as well as the subsequent effects on consumer behavioural intention, such as in-role and extra-role behaviour. A questionnaire survey with consumers was carried out in this research for examining five proposed hypotheses. The sample of respondents was collected from organic product purchasers in Taiwan. This study used partial least squares (PLS) to test the hypotheses and analyse the data. The results of this study indicated that consumer CSR and environmental CSR have positive effects on consumer-company identification and product quality. Also, the finding indicated that C-C identification has a significantly positive effect on perceived product quality. This study establishes that C-C identification and perceived product quality are both key mediators of the relationship between C-CSR/E-CSR and in-role and extra-role behaviour.

Keywords: environmental CSR; corporate social responsibility; consumer-company identification; citizenship behaviour; perceived quality; product quality; consumer CSR; behavioural intention; Taiwan; partial least squares; PLS.

DOI: 10.1504/WREMSD.2017.10001144

World Review of Entrepreneurship, Management and Sustainable Development, 2017 Vol.13 No.1, pp.10 - 26

Available online: 15 Nov 2016 *

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