Effect of consumer support for corporate social responsibility on purchase intention of specialty coffee

• Francisco Javier Rondán-Cataluña ^[1] ; Patricio E. Ramírez-Correa ^[2] ; Maria Tereza Moulaz ^[3] ; Luis Callarisa-Fiol ^[4]
  1. [1] Universidad de Sevilla

     Universidad de Sevilla

     Sevilla, España

     
  2. [2] Universidad Católica del Norte

     Universidad Católica del Norte

     Antofagasta, Chile

     
  3. [3] Mercado do Café Brasília
  4. [4] Universidad Jaume I

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• Localización: XXX Jornadas Luso-Espanholas de Gestão Científica: cooperação transfronteiriça. Desenvolvimento e coesão territorial. Livro de resumos / Paula Fernandes (aut.), 2020, ISBN 978-972-745-273-6, pág. 236
• Idioma: inglés
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• Resumen

  • The main aims of this study are: 1) to test whether the theory of planned behaviour (TPB) is useful to predict intention to purchase specialty coffee; 2) to analyse if people more involved in social responsibility could manifest a different response from those not so interested in this matter with regard to specialty coffee. The sample is composed of specialty 282 coffee consumers from Brazil. The statistical tool for testing the measurement and structural model was Partial Least Squares; this is a type of Structural Equation Modelling. Then a multigroup analysis was performed to meet the second objective, software SmartPLS was operated. The main contributions are that we can explain the intention to use specialty coffee in a sample of Brazilian consumers using the classical TPB model. And, we analyze the null moderating effect of consumer perception of corporate social responsibility in this general model