Corporate social responsibility authenticity as a determinant of repurchase intentions
In: Social responsibility journal: the official journal of the Social Responsibility Research Network (SRRNet), Band 19, Heft 9, S. 1577-1594
ISSN: 1758-857X
Purpose
This study aims to examine the relationship between corporate social responsibility (CSR) authenticity and its relationship with repurchase intentions. In doing so, the current research also investigates the mediating role of perceived CSR (PCSR) and perceived moral judgement.
Design/methodology/approach
For the current research purpose, a sample of 262 Indian working professionals was surveyed.
Findings
Data analysis revealed that CSR authenticity significantly predicted the repurchase intentions of the survey participants. The studied research contributes significantly to the extant literature on CSR authenticity by studying the underlying mechanisms that make a consumer repurchase a product or service.
Originality/value
Research on CSR authenticity is still at a nascent stage. Furthermore, variables such as moral judgement and PCSR motives have not been studied in CSR authenticity literature.