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Assessing impact of consumer perceived CSR on consumer attitude and purchase behaviour in retail segment: a stakeholder theory perspective

Pradeep Rathore (School of Business, Woxsen University, Hyderabad, India)
Esha Saha (Institute of Management Technology Hyderabad, India)
Sayan Chakraborty (Department of Operations and IT, ICFAI Business School (IBS), ICFAI Foundation for Higher Education (IFHE) University, Hyderabad, India)
Aviral Kumar Tiwari (Department of Economics and Business Environment, Indian Institute of Management Bodh Gaya, Bodh Gaya, India)

Society and Business Review

ISSN: 1746-5680

Article publication date: 18 August 2022

Issue publication date: 26 April 2023

1704

Abstract

Purpose

This study aims to examine the relationship between the perception of consumers about corporate social responsibility (CSR) and consumers’ purchasing behaviour in the retail sector. Specifically, this study investigates the impact of perceived CSR on consumer attitude and behaviour and the influence of attitude on the relationship between perceived CSR and purchase behaviour.

Design/methodology/approach

In this study for collection of the data, an online questionnaire was distributed among the Indian retail consumers. From the collected primary data set, 249 data points were found fit for analysis. Further, the direct, indirect and moderating effects were evaluated using the structural equation modelling technique.

Findings

It is identified that while perceived CSR has a significant influence on consumer purchase behaviour, consumer attitude is having an insignificant impact on the relationship between perceived CSR and purchase behaviour. The findings of this study also show that consumer demographics do not have any moderating impact on the relationship between perceived CSR and purchase behaviour.

Research limitations/implications

The findings of this study are useful to retail managers interested in enhancing CSR. The results of this study suggest that retailers should focus on strengthening consumers’ perceptions about retailers’ CSR initiatives and enhancing co-creation activities. As an extension to this research, further study can include more potential mediators like consumer effectiveness and timing of CSR initiatives.

Originality/value

This study applies stakeholder theory as well as extends the classic theory of planned behaviour model and proposes the establishment of links among consumers’ perceptions about CSR, consumer attitude and behaviour around the retail sector. In addition, this study considers not only overall consumer behaviour but also specific dimensions of consumer behaviour, namely, loyalty, intention and satisfaction.

Keywords

Acknowledgements

The authors are thankful to the panel of experts to validate and verify the questionnaire. The authors are also thankful to Aparna S and Mohammed Fayiz Kalathingal for helping in data collection. Finally, the authors are thankful to the participants for sharing their opinion in the form of responses to the questionnaire.

Declaration of conflicting interests: None.

Citation

Rathore, P., Saha, E., Chakraborty, S. and Tiwari, A.K. (2023), "Assessing impact of consumer perceived CSR on consumer attitude and purchase behaviour in retail segment: a stakeholder theory perspective", Society and Business Review, Vol. 18 No. 2, pp. 264-295. https://doi.org/10.1108/SBR-10-2021-0207

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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