CSR expectation and social enterprise marketing

Abstract

Across the globe, with customers’ demanding corporations to take up more social responsibility, there has been a remarkable growth in social enterprise in the last decade. Despite these developments, research on social enterprise remains relatively fragmented and unconnected from customer behaviors. Addressing these gaps, this study investigates how consumers’ perceived social responsibility and corporate social responsibility expectations relates to their attitude and purchase intention of social enterprise products. A conceptual framework was developed and tested quantitatively by a survey with 397 sample. The study provides evidence for hypothesized relationships between CSR expectations, perceived responsibility, subjective knowledge and purchase intention among others and was analyzed via the use of SEM (AMOS). Results indicated that the promotion of CSR Expectations and their perceived social responsibility influence consumers’ purchase intention from social enterprises.