Dr. NG Chi Ho, MarkMarkDr. NG Chi Ho2024-03-182024-03-182018Ng, Mark. (2018). CSR expectation and social enterprise marketing. In Conduit, J., Plewa, C., & Wilkie, D. (Eds.). Conference proceedings of connect. engage. transform. anzmac 2018. Connect. Engage. Transform. ANZMAC 2018, The University of Adelaide (pp. 724). 2018 University of Adelaide.9781877040658http://hdl.handle.net/20.500.11861/9054Across 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.enCSR ExpectationsPerceived Consumer Social ResponsibilitySubjective KnowledgePurchase Intention of Social Enterprise ProductsConference Paper