A Meta-analysis of the Impact of Corporate Social Responsibility on Consumers

Peng Jiang ； Geng Wu ； Yi-Chung Hu

《Journal of Management & Decision Sciences》 3卷2期 (2020/12) Pp. 33-40

https://doi.org/10.6885/JMDS.202012_3(2).0003

摘要

This article, based on a meta-analysis of 57studies, reviews the relationship between consumer perception of CSR and consumer loyalty, consumer trust, and consumer purchase intentions, and explores the moderating role of demographic characteristics of the sample (i.e. gender, age) and different industry categories. The research results showed that perceived corporate social responsibility was positively correlated with consumer loyalty, consumer trust, and consumer purchase intention. The results also partially support the moderating effects of demographic characteristics of the sample on age, gender, and industry category. Among them, consumers have the greatest trust in the hotel and catering industry, and the most willingness to buy in the banking industry. This research supplements existing theoretical review articles and further confirms the impact of perceived CSR by consumers. Additionally, the research results further confirm the rationality of enterprises' CSR practices and provided hands-on suggestions for implementing CSR strategies to attract consumers in a better manner.

關鍵字

Meta-analysis ； Corporate Social Responsibility ； Consumer Loyalty ； Consumer Trust ； Consumer Purchase Intention