Combining Grey Relational Grade with PROCESS to Explore the Roles of Food Safety, CSR and Consumer Skepticism in Food Industry

Syamsiyatul Muzayyanah ； Ker-Tah Hsu

《International Journal of Uncertainty and Innovation Research》 2卷2期 (2020/08) Pp. 197-214

摘要

The focus of this study is to access the extent to which the consumers' perceived food safety about a food company affected the reputation of this company evaluated by them, and their intention to purchase the products from this food company, and whether these effects were mediated by consumer skepticism toward the food company and whether the size of such effects depend on the historical record of corporate social responsibility of this company. Most of the studied constructs consist of several items. The topology-based grey relational grade proposed by Yamaguchi and Nagai is used is used to calculate the overall indexes of these latent variables. PROCESS SPSS computational tool is used to test the mediating roles of consumer skepticism and the moderating roles of the historical record of CSR within the theoretical framework. The mediation effect of consumer skepticism and the moderation effect of historical record of corporate social responsibility above mentioned are confirmed in our findings.

關鍵字

Food safety ； Consumer skepticism ； Corporate social responsibility ； Grey relational grade ； SPSS