The Effects of Factors Regarding Corporate Social Responsibility (CSR) Activities Conducted within the Scope of Green Marketing on Purchase Intention

Abstract

Purpose – In today's world, with the awareness of consumers, corporate social responsibility activities have gained importance and these activities have begun to be used as an element of competition for businesses. In addition to the element of competition, these activities are used by businesses for different purposes. These purposes are perceived by consumers in very different ways. From this point of view, the main purpose of this study is to determine the effect of consumer perception towards corporate social responsibility activities implemented by enterprises within the framework of green marketing activities, trust in the brands of these enterprises and brand loyalty on the intention to purchase the products of these enterprises. Design/methodology/approach- The questionnaire form prepared sent to the participants online and 356 data were collected and analyzed. The obtained data were analyzed using SPSS and AMOS program. Findings – According to the results of the structural equation model, it has been determined that consumer perception, trust and loyalty towards corporate social responsibility activities have a significant and positive effect on purchase intention. In addition, it was concluded that the perception of corporate social responsibility activities has a significant and positive effect on trust and loyalty. When evaluated according to demographic variables, there is a significant difference in loyalty and purchase intention between married and single consumers. Discussion – The results obtained are compatible with the literature. Dai ve Reich (2022) In their study, it was determined that there is a positive relationship between corporate social responsibility activities and brand trust. In a study examining the effect of corporate social responsibility perception on trust, it was concluded that social responsibility perception had a positive effect on trust (Karaboğa vd., 2020).