Analyzing the effect of corporate social responsibility and value perceptions on consumers' legitimacy and purchase intention: the case of the Spanish retailing sector

• Cristina del-Castillo-Feito ^[1] ; Alicia Blanco-González ^[1] ; Camilo Prado Román ^[1]
  1. [1] Universidad Rey Juan Carlos

     Universidad Rey Juan Carlos

     Madrid, España

     
• Localización: Leveraging new business technology for a sustainable economic recovery / coord. por Abel Monfort, Susana Fernández Lores, 2022, ISBN 978-84-19480-06-4, pág. 52
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Nowadays, corporations across every sector have understood theimportance of achieving social support for their success in the market. Consumers expect enterprises to commit to socially responsible practices and behave in a sustainable manner to engage with them. Being perceived as legitimated will help organizations to improve their relationship with consumers and earn their trust. In addition, companies need to be able to satisfy and provide value to customers. In a highly competitive landscape, corporations´ ability to commit to consumers´ demands will improve their survival and success. The retailing sector has been identified as a complexsector, where competition has strengthened over the years. Furthermore, it is highly complicated to differentiate through tangible factors since most players offer similar products. Under this scenario, it is relevant to analyze the role than the correct management of intangible assets can have of achieving higher commitment from consumers and higher purchase intention levels. More precisely, in this research the main objective is to test the relationships between corporate social responsibility, sustainability, legitimacy levels and value perceptions as well as their effect on consumers' purchase intention in the Spanish retailing sector. For this purpose, wedeveloped an online survey and gathered 1,200 valid responses. To treat the data PLS-SEM was applied. The obtained results show a positive and significant effect between a high legitimacy level, positive value perceptions and purchase intention, highlighting the importance of an ethical and customer-based behavior. This outcome will be relevant for corporations within the retailing sector to improve their customer relationship management and achieve better results in the medium and long term.