Reinforcing purchase behaviors through CSR and ethical practices

IF 3.6 3区 管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2022-01-26 DOI:10.1108/mip-08-2021-0268
Khizar Hayat, Zhu Jianjun, Sharafat Ali
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引用次数: 15

Abstract

PurposeThe study examines the relationship between consumers’ ethical sensitivity, corporate social responsibility (CSR) practices and impulse behaviors. Ethical behavior has been a subject of increasing research interest. However, there is an imperious need to inspect ethical decision-making through holistic attention to impulse purchasing.Design/methodology/approachThe study develops a set of hypotheses to understand the relationships. The online survey method was used to collect data, and 420 valid questionnaires, in total, were retrieved. In a two-step process, first, reliability and validity were initially measured. Second, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to test the hypotheses.FindingsThe analyses support the social marketing theory (SMT) and the general theory of marketing (GTM) ethics related to business strategy. Moreover, the study examines the mediating role of organizational trust, organizational identification and eco-branding in these relationships. The ethical and CSR practices for stakeholders positively affect organizational identification and trust that mediate the relationship between impulse buying and ethical attempts. Furthermore, from an ethical and climate change perspective, eco-branding positively mediates the relationship between impulse buying and environmental advertising. The moderating role of trust is significant in the relationship between impulse buying behavior (IBB) and repurchase behavior.Originality/valueA critical factor explaining individuals’ behaviors has never been investigated using a holistic approach to IBB with ethical and CSR practices. The study profoundly contributes to knowledge about consumer ethics, with potential effects for ethical public relations, while also offering new research avenues for future exploration.
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通过企业社会责任和道德实践强化购买行为
目的研究消费者的道德敏感性、企业社会责任实践与冲动行为之间的关系。伦理行为已经成为越来越多的研究兴趣。然而,迫切需要通过对冲动购买的整体关注来检查道德决策。设计/方法论/方法该研究提出了一套假设来理解这些关系。采用在线调查方法收集数据,共检索到有效问卷420份。在一个分为两步的过程中,首先,对可靠性和有效性进行初步测量。其次,采用验证性因素分析(CFA)和结构方程模型(SEM)对假设进行检验。研究结果支持了与企业战略相关的社会营销理论(SMT)和一般营销伦理理论(GTM)。此外,本研究还考察了组织信任、组织认同和生态品牌在这些关系中的中介作用。利益相关者的道德和企业社会责任实践对组织认同和信任产生了积极影响,这些认同和信任调节了冲动购买和道德尝试之间的关系。此外,从伦理和气候变化的角度来看,生态品牌积极调节冲动购买和环境广告之间的关系。信任在冲动购买行为(IBB)与回购行为之间的关系中起着重要的调节作用。独创性/价值解释个人行为的一个关键因素从未使用道德和企业社会责任实践的IBB整体方法进行过调查。该研究对消费者伦理知识做出了深刻贡献,对伦理公共关系具有潜在影响,同时也为未来的探索提供了新的研究途径。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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