Impact of corporate social responsibility practices on consumer purchase intention of apparel products with mediating role of consumer-retailer love

What is it about?

Companies with corporate social responsibility (CSR) practices care about customers, society, the environment, and workers. This study examines the impact of CSR practices (i.e., economic CSR, environmental CSR, societal CSR) on consumers’ purchase intention of apparel products, with the mediating role of consumer-retailer love on this relationship. The results reveal that CSR practices (i.e., environmental CSR and societal CSR) have a positive influence on purchase intention for apparel products. Moreover, consumer-retailer love mediates the relationship between CSR practices (i.e., economic CSR and environmental CSR) and consumer consumers’ purchase intention for apparel products. By applying the triple bottom line (TBL) framework and the stimulus-organism response (S-O-R) model in a single framework, this study is unique and highlights the role of consumer-retailer love as an important mediator on the impact between CSR practices (i.e., economic CSR, environmental CSR, societal CSR) and consumers’ purchase intention of apparel products. The findings represent a new contribution to the existing literature, as there has been very limited research on this relationship in a developing nation context.

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