Abstract

Corporate social responsibility (CSR) has demonstrated the positive influence on consumer attitudes and buying behaviors. However the questions worth investigating are “how different CSR types influence consumer purchase intention?” Also, how does firm’s overall CSR lead to consumer purchase intention? The purpose of this investigation is to examine the intervening mechanism between CSR and consumer purchase intention. We expect consumer support for responsible business (CSRB) mediates the relationship between CSR and consumer purchase intention. We tested the hypotheses with data from dyad sample of 200 firms’ representatives and consumers from apparel industry in China. The result supported the hypothesized relationships between CSR, CSRB, and consumer purchase intention. Findings of this study contribute to the CSR and consumer attitude research. This study also discusses the theoretical and practical implications of the findings.

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