Cosmetics and conscience. The impact of human values on CSR perception and ethical purchases: A multi-method approach
Cosmetics and conscience. The impact of human values on CSR perception and ethical purchases: A multi-method approach
Karpal Singh Dara Singh(Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia); Ghazanfar Ali Abbasi(Management and Marketing Department, KFUPM Business School, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia; IRC for Finance and Digital Economy, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia); Shaian Kiumarsi(Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia); Islam Elgammal(Tourism Studies Department, Faculty of Tourism, Suez Canal University, Ismailia, Egypt; Business Administration Department, University of Jeddah, Jeddah, Saudi Arabia); Heetae Cho(Department Sport Science, Sungkyunkwan University, Suwon, Republic of Korea)
16권 3호, 365~385쪽
초록
Empirical research on corporate social responsibility (CSR) and ethical purchase intention (EPI) has garnered prominence. However, the role of human values in shaping EPI has been overlooked. Thus, we examined the influence of human values on consumers’ EPI through CSR perception, and the moderating role of CSR knowledge on the relationship between human values and CSR perception of cosmetic brands. The data collected from 414 shoppers in Malaysia were analyzed using symmetrical (variance-based structural equation modeling) and asymmetrical (fuzzy-set qualitative comparative analysis, fsQCA) methods. The findings from PLS showed that all direct relationships had significant effects, with the exception that CSR knowledge did not moderate the relationship between conservation value and CSR perception. The results of the FSCA also showed that openness to change, conversation, and CSR perception were essential to producing the suggested outcome. This study – analyzing net effects and complex configurational causal models – offers practical implications for stakeholders seeking to increase customer EPI.
Abstract
Empirical research on corporate social responsibility (CSR) and ethical purchase intention (EPI) has garnered prominence. However, the role of human values in shaping EPI has been overlooked. Thus, we examined the influence of human values on consumers’ EPI through CSR perception, and the moderating role of CSR knowledge on the relationship between human values and CSR perception of cosmetic brands. The data collected from 414 shoppers in Malaysia were analyzed using symmetrical (variance-based structural equation modeling) and asymmetrical (fuzzy-set qualitative comparative analysis, fsQCA) methods. The findings from PLS showed that all direct relationships had significant effects, with the exception that CSR knowledge did not moderate the relationship between conservation value and CSR perception. The results of the FSCA also showed that openness to change, conversation, and CSR perception were essential to producing the suggested outcome. This study – analyzing net effects and complex configurational causal models – offers practical implications for stakeholders seeking to increase customer EPI.
- 발행기관:
- 한국마케팅과학회
- 분류:
- 경영학