The Impact of the Attitude towards CSR on the Intention of Buying Ecological Products
Diala Yassin1, Yehya Skaf2
1Diala Yassin, DBA, Assistant Professor, Department of Accounting and Information Systems, International University of Beirut.
2Yehya Skaf, Ph.D. Lecturer, Department of Accounting and Information Systems, International University of Beirut.
Manuscript received on 08 May 2019 | Revised Manuscript received on 19 May 2019 | Manuscript Published on 23 May 2019 | PP: 1075-1081 | Volume-7 Issue-6S5 April 2019 | Retrieval Number: F11840476S519/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Purpose: This communication aims at explaining a relation of causality between the attitude towards the CSR and the intention of buying ecological products. An objective is to gain more insight on ow consumer’s think of the different forms of corporate social responsibility concept. In addition, this paper provides an adjusted definition of the societal responsibility. Besides, we explained the concept of the consumer’s attitude, while basing on several theories and especially the theory of planned behavior developed by Icek Ajzen in 1991. Methodology: A survey conducted on 400 persons distributed over the different Lebanese regions and equally between males and females. We used the software «SmartPLS version 3 » in order to apply the PLS-PM method «structural equation with slow variation». Findings: The results show that the attitudes towards every level of CSR commitment affect significantly the intention of buying ecological products. The consumers were more affected by the companies fulfilling their environmental responsibility whereas they were negatively affected by the fulfillment of the economic responsibility. Research limitations: The theory of planned behavior suggests that the intention is affected by 3 factors which are the attitudes, the subjective norms and the perceived control. This paper considers only the impact of the attitude on the intention of buying eco-product and ignores the other 2 factors. This issue constitutes a limitation in having a full explanation of the intention of buying eco-products regarding all the factors. Practical Implication: This research presents a conceptually yet empirically supported framework to describe the attitude of consumers toward CSR and its impact on their purchase decisions. The study is particularly useful for companies aiming at using the CSR as a strategy to attract the consumers interested and concerned with social issues and causes. Originality: This paper explained the concept of the consumer’s attitude and its impact on the intention of social consumption, while basing on several theories and especially the theory of planned behavior developed by Icek Ajzen in 1991. This paper suggests a theoretical foundation on the use of the theory developed by Ajzen in order to explain the social consumption.
Keywords: CSR, Consumer, Attitudes, Intentions.
Scope of the Article: Software Product Lines