The Effect of Corporate Social Responsibility Activities on Consumer Purchase Intention in Mobile Food Service Applications: The Intermediation Role of Brand Reputation

Abstract

Purpose – This study aims to investigate the impact of corporate social responsibility activities on consumer purchase intention through brand reputation. This effect is analyzed within the scope of mobile food service applications. Design/methodology/approach –SPSS and AMOS software packages were used to analyze the data obtained from 300 volunteer consumers aged 18 and over who use mobile food service applications. Structural equation modeling (SEM) was used to examine these effects, which is the research objective. Findings – With the research findings, it has been concluded that corporate social responsibility activities do not directly affect consumer purchase intention. However, the effect of corporate social responsibility activities on consumer purchase intention through brand reputation is strong and significant. On the other hand, it is determined that the effect of corporate social responsibility activities on brand reputation is strong and positive. Finally, it is concluded that the effect of brand reputation on consumer purchase intention is positive and strong. As a result of the research, it is seen that the mediating variable of brand reputation in corporate social responsibility activities is essential in the formation of consumer purchase intention. Discussion – Contrary to the studies in the literature, it has been revealed that corporate social responsibility activities do not directly affect consumer purchase intention. However, it has been observed that the effect of brand reputation, which is a mediating variable, and corporate social responsibility activities on consumer purchase intention is strong. In addition, it has been concluded that corporate social responsibility activities strongly and positively affect the brand reputation of businesses.