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Firm’s accountability: does it changes the impact CSR motivations have on consumer’s purchase intention?
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Orientador(es)
Resumo(s)
Today’s economic and social conjuncture has led to a change in companies’ approach
and consumers’ perception towards Corporate Social Responsibility (CSR). This dissertation
studies the impact that CSR perceived motivations have on consumers’ purchase intention and
the effect firm’s accountability has in this relationship. Results demonstrate that motivations
solely do not impact consumers’ purchase intention. Nevertheless, consumers’ purchase
intention is enhanced when values and stakeholder motivations are perceived and when firms
are accountable. This moderating effect of accountability demonstrates that managers, to
improve financial outcomes, should adapt their CSR communication strategy, focusing it on
stakeholders’ demands and firm’s social values.
Descrição
Palavras-chave
CSR CSR motivations Firm’s accountability Consumer’s purchase intention