Purchase intention of brands with corporate social responsibility among generations Y and Z consumers in Chile

Abstract

Brands around the world are recognizing the importance of committing to sustainable development through corporate social responsibility (CSR) initiatives. However, the literature shows scant empirical understanding of the purchase intention of younger consumers of Generations Y and Z regarding brands that engage in CSR initiatives. Drawing on the theory of planned behavior (TPB), the objective of this study is to develop and test an extended model of purchase intention for brands with CSR initiatives among the segment of Gen Y and Z consumers. The model is tested using an online survey applied to Chilean consumers and statistically analyzed using the structural equation modeling (SEM) technique. The findings show that attitude, subjective norms, and perceived behavioral control are significantly and directly related to the consumer's intention to purchase brands that demonstrate CSR initiatives. Further, consumer involvement and trust in brands' CSR initiatives have an indirect but significant effect on purchase intention through their impact on attitude. This research contributes to the literature on CSR and branding by addressing the role of consumers in supporting brands, which contribute to sustainable consumption. Findings can help brand managers and policymakers implement strategies to encourage consumer support for CSR initiatives.