Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2021.2016465
Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty
Chunhui Huo
Javaria Hameed
Mo Zhang
Ahmad Fahme Bin Mohd Ali
Nik Alif Amri Nik Hashim
Sažetak
Green innovation performance deals with the strengthening of
the organizations for their competence in enhancement of their
green image. Current research examines the role of corporate
social responsibility (CSR) in improving sustainable purchase
intentions. In addition, it explores the mediating roles of brand
trust and brand loyalty. It also reveals that how CSR is crucial for
green innovation performance in Pakistan. This research uses the
structural equation model (SEM) analysis technique to investigate
the linkage between constructs in the complex research model.
This uses a self-administrated survey-based questionnaire and a
convenience sampling technique for data collection. The unit of
analysis is buyers from textile and clothing brands consisting 373
respondents. The findings revealed that corporate social responsibility had a beneficial impact on Pakistani purchasers’ long-term
purchase intentions. Green innovation performance can also be
improved by improving CSR. The link between CSR, sustainable
buying intentions, and green innovation technology is partially
mediated by brand loyalty. Brand trust was identified as a possible link between CSR and brand loyalty. Brand trust and loyalty,
interestingly, modulate the link between CSR and sustainable purchase intentions as well as CSR and green innovation performance in a sequential manner. The article’s findings will be useful
for academics, specialists, and policymakers as these provide
glimpse into textile, clothing, and fashion brands with a focus on
CSR to improve green innovation performance, as well as highlighting the most relevant studies on the topic and showcasing
trends in research and gaps in the field.
Ključne riječi
Corporate social responsibility; sustainable purchase intentions; green innovation technologies; brand trust; brand love
Hrčak ID:
302769
URI
Datum izdavanja:
31.3.2023.
Posjeta: 2.591 *