The Role of Moral Identity in Consumers’ Purchase Intention with Corporate Social Responsibility

DOI

10.2991/gecss-14.2014.45How to use a DOI?

Keywords

corporate social responsibility, purchase intention, the self-importance of moral identity, consumer corporate identity, theoretical models

Abstract

Based on the domestic and international researches about consumer response to corporate social responsibility (CSR), this research builds a theoretical model about the effects of CSR on consumers' purchase intention, which introduces the consumer corporate identity and the self-importance of moral identity. Through theoretical derivation, enterprises to fulfill their CSR will positively influence consumer corporate identity and consumers' purchase intention, in this process, the consumer corporate identity plays a mediating role, and the self-importance of moral identity plays a moderating role.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Guisheng Jin
AU  - Di Chen
PY  - 2014/01
DA  - 2014/01
TI  - The Role of Moral Identity in Consumers’ Purchase Intention with Corporate Social Responsibility
BT  - Proceedings of the 2014 International Conference on Global Economy, Commerce and Service Science
PB  - Atlantis Press
SP  - 174
EP  - 177
SN  - 1951-6851
UR  - https://doi.org/10.2991/gecss-14.2014.45
DO  - 10.2991/gecss-14.2014.45
ID  - Jin2014/01
ER  -