Resumen de Effect of consumer support for corporate social responsibility on purchase intention of specialty coffee
Francisco Javier Rondán Cataluña, Patricio E. Ramírez Correa, Maria Tereza Moulaz, Lluís J. Callarisa Fiol
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
