TY - JOUR

T1 - Consumers' Responses to CSR Activities

T2 - The Linkage between Increased Awareness and Purchase Intention

AU - Lee, Ki-Hoon

AU - Shin, Dongyoung

PY - 2010/6

Y1 - 2010/6

N2 - The body of research showing the positive effects of corporate social responsibility (CSR) on consumer behavior has been growing steadily. However, previous studies have not characterized corporate behaviors in terms of their perception by consumers as significant CSR and researchers have paid little attention to consumers’ understanding of this notion of CSR. The present study explores the relationship between consumer awareness of CSR activities and their purchase intentions. This study employs a questionnaire survey involving Korean consumers. For the analysis, measurement scales for CSR activities and consumers’ purchase intention scales are respectively developed. From the results it is found that there is a significant positive relationship between these two parameters. This study finds out as CSR activities corporate social contribution and local community contribution affect consumers’ purchase intention while corporate environmental protection and contribution have no effects on consumers’ purchase intention.

AB - The body of research showing the positive effects of corporate social responsibility (CSR) on consumer behavior has been growing steadily. However, previous studies have not characterized corporate behaviors in terms of their perception by consumers as significant CSR and researchers have paid little attention to consumers’ understanding of this notion of CSR. The present study explores the relationship between consumer awareness of CSR activities and their purchase intentions. This study employs a questionnaire survey involving Korean consumers. For the analysis, measurement scales for CSR activities and consumers’ purchase intention scales are respectively developed. From the results it is found that there is a significant positive relationship between these two parameters. This study finds out as CSR activities corporate social contribution and local community contribution affect consumers’ purchase intention while corporate environmental protection and contribution have no effects on consumers’ purchase intention.

KW - Sustainability sciences, Management & Economics

KW - Consumer awareness

KW - Corporate social responsibility

KW - Public relations communication strategy

KW - Purchase intention

UR - http://www.scopus.com/inward/record.url?scp=77952543317&partnerID=8YFLogxK

U2 - 10.1016/j.pubrev.2009.10.014

DO - 10.1016/j.pubrev.2009.10.014

M3 - Journal articles

VL - 36

SP - 193

EP - 195

JO - Public Relations Review

JF - Public Relations Review

SN - 0363-8111

IS - 2

ER -