The Effect of CSR Attributes on Purchase Intention in Both Korea and China

Abstract

Purpose - In this study, we explore the impact of corporate social responsibility (CSR) attributes on consumers’ brand attitudes and purchase intention in the electronic industry. We particularly drew implications by comparing Korea and China. Design/Methodology/Approach - The research model was established based on extant research. A survey was conducted that focused on consumers in the electronics industry. 212 questionnaires from Korea and 208 questionnaires from China were used for analysis. Multiple regression was utilized for analyses. Findings - Results confirm the results of previous studies. Furthermore, we found that CSR attributes (i.e., CSR fit, CSR sustainability, CSR impact) are important variables influencing brand attributes and the purchase intention of consumers. Namely, consumers perceived brand attitude positively according to the level of CSR attributes they associated with brands. Brand attitude also had a positive effect on purchase intention. In addition, brand attitude showed positive mediating effects between CSR attributes and purchase intention. Companies’ CSR activities are perceived as more genuine when they consistently perform these activities, have a great effect on social problem solving, and match with the corporate image. Research Implications - Based on these analyses, we have presented strategies and implications for CSR activities. Theoretically, this study contributes to the CSR theory by providing evidence that consumers’ detailed CSR attributes affect purchase intention through brand attitude. This study also provides strategic implications for business managers and policymakers by suggesting guidelines and strategies for CSR activities.