Tehnički vjesnik, Vol. 33 No. 1, 2026.
Izvorni znanstveni članak
https://doi.org/10.17559/TV-20250114002268
Influence of Corporate Citizenship on Retail Consumers' Planned Behavior
Luis Camacho
Cristian Salazar-Concha
orcid.org/0000-0002-1807-6535
*
Patricio Ramírez-Correa
* Dopisni autor.
Sažetak
This study investigates the impact of Corporate Citizenship on consumer behavior in Colombia's retail sector following the COVID-19 pandemic. It examines how corporate actions influence customer attitudes, purchase intentions, and behaviors. An online survey was conducted among working individuals in the retail sector residing in Bogota and Medellin, analyzing 221 responses. Corporate Citizenship was measured using the Maignan and Ferrell (2000) scale, while consumer behavioral aspects were assessed via constructs from Ajzen's Theory of Planned Behavior. The study utilized a structural equation modeling approach. The research identifies a significant positive relationship between corporate actions, attitudes toward behavior, subjective norms, and perceived behavioral control on buying intention. These findings underscore the broad influence of corporate behavior on consumer choices, highlighting its strategic value in enhancing customer relations and societal impact, especially during disruptive events like the pandemic. This study emphasizes the pivotal role of corporate behavior in shaping consumer decisions and influencing attitudes and purchasing intentions in the retail sector. It stresses the importance of inclusive cultural dialogues and transparent practices to uphold democratic and sustainable values in business operations. From a managerial perspective, the findings underscore the importance of integrating corporate citizenship practices into retail strategies to foster positive consumer attitudes, enhance perceived behavioral control, and align with societal norms, thereby boosting customer loyalty and driving sustainable business growth.
Ključne riječi
corporate citizenship; customer attitudes; PLS-SEM
Hrčak ID:
342622
URI
Datum izdavanja:
31.12.2025.
Posjeta: 501 *