THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON PURCHASE BEHAVIOR: EVIDENCE FROM URBAN CHINESE CONSUMERS
DOI:
https://doi.org/10.55197/qjssh.v7i2.1176Keywords:
corporate social responsibility, purchase behavior, perceived risk, urban consumersAbstract
Corporate social responsibility (CSR) has become a critical factor influencing consumer behavior in modern markets, especially in emerging economies such as China. This study investigates the impact of CSR on purchase behavior among urban Chinese consumers, focusing on CSR as a multidimensional construct encompassing environmental responsibility, ethical practices, consumer protection, and community engagement. A questionnaire survey was conducted with 336 urban consumers, and structural equation modeling (SEM) was applied to test the relationship. The results indicate that CSR has a significant positive effect on purchase behavior, suggesting that consumers are more likely to buy products from companies perceived as socially responsible. CSR operates as both an informational and emotional cue, enhancing trust, reducing perceived risk, and aligning consumer decisions with ethical and social values. The findings highlight that urban consumer in China increasingly consider social and environmental factors in their purchasing choices, reflecting a shift toward value-driven consumption. The study contributes to CSR research by providing empirical evidence from an emerging market context and offers practical implications for firms seeking to strengthen consumer loyalty and competitive advantage through responsible business practices. Transparency, authenticity, and effective communication of CSR initiatives are emphasized as critical for influencing consumer behavior.
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