The Role of Moral Identity in Consumers’ Purchase Intention with Corporate Social Responsibility
Authors
Guisheng Jin, Di Chen
Corresponding Author
Guisheng Jin
Available Online January 2014.
- 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/).
Cite this article
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 -