(Elsevier, 2024-05-06) Herrador Alcaide, Teresa Carmen; Topa Cantisano, Gabriela Elba; Juan José Fernández Muñoz
This research explores the relationship between IBEX 35 Firms’ customers’ perceptions of CSR, their attributions of CSR activities, positive affect, and purchase intentions through two independent empirical studies. Study 1 (N= 560) explores the serial mediation of four types of attributions (value-driven, stakeholders-driven, strategic-driven, and egoistic-driven) in the relationships between CSR perceptions and Purchase intentions. Study 2 (N =831) explores the moderating role of positive affect on the relationships between CSR perceptions and purchase intentions mediated by attributions. Results indicate that customers’ perceptions of CSR positively influence their attributions of CSR to a company’s motives, which in turn positively influence their positive affect and purchase intentions. Positive affect was found to moderate the relationship between CSR attributions and purchase intentions. Findings highlight the importance of companies engaging in CSR activities to positively influence customers’ perceptions of the company’s motives, which can lead to increased positive affect and ultimately purchase intentions.
