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1、PublicRelationsJournalVol.5,No.3ISSN1942-4604©2011PublicRelationsSocietyofAmericaUnderstandingtheEffectofCorporateSocialResponsibilityonConsumerPurchaseIntentionMelissaD.Dodd,andDustinW.Supa,Ph.D.Moderncorporatesocialresponsibility(CSR)hasmanynames,suchascorpo
2、ratecitizenship,corporatephilanthropy,corporategiving,corporatecommunityinvolvement,communityrelations,communityaffairs,communitydevelopment,corporateresponsibility,globalcitizenshipandcorporatesocialmarketing.Likewise,thedefinitionofCSRchangesfromresearcherto
3、researcher.Forexample,CSRcanbegenerallydefinedastheorganizationincurringresponsibilitiestosocietybeyondprofitmaximization.(PavaandKrausz1995,1)AmorespecificdefinitionofCSRisofferedbyBusinessforSocialResponsibility:“operatingabusinessinamannerthatmeetsorexceeds
4、theethical,legal,commercial,andpublicexpectationsthatsocietyhasofbusiness”(KotlerandLee2005,3).LITERATUREREVIEWPurchaseintentioncanmostreadilybeunderstoodasthelikelihoodthataconsumerintendstopurchaseaproduct.Theconceptofpurchaseintentionisrootedinpsychological
5、andbehavioralstudies;therefore,thetheoryofreasonedactionworkswellforidentifyingandunderstandingassociationsbetweenCSRandpurchaseintentionsforthisstudy.ArmitageandChristian(2004)explainedthatthetheoryofreasonedactionholdsthat“behaviorissolelydependentonpersonal
6、agency(i.e.,theformationofanintention),andthatcontroloverbehavior(e.g.,personalresourcesorenvironmentaldeterminantsofbehavior)isrelativelyunimportant”(p.6).Inotherwords,thetheoryofreasonedactionwasdesignedtodealwithrelativelysimplebehaviorsinwhichtheprediction
7、ofbehaviorrequiredonlytheformationofanintention.AlthoughthecoreofCSRisconcernedwithresponsibilitiesbeyondprofitmaximization,therelationshipbetweenanorganization’sinvolvementinsociallyresponsiblepracticesanditseffectsonthefinancialperformanceoforganizationshave
8、yettobeconclusivelydetermined.Itisimportanttorecognizetherelationshipbetweenconsumers’purchaseintentionsandorganizations’involvementinsociallyresponsibleprogramsbecauseoftenCSRisdi
