Influence of Brand Social Responsibility on Consumers’ Purchase Intention

This research explores the impact of Brand Social Responsibility (BSR) on consumer purchase intention. BSR encompasses a brand’s dedication to socially responsible actions and initiatives. With increasing awareness and concern about societal and environmental issues among consumers, brands face pressure to demonstrate their social responsibility. Consumers today are more inclined to support brands that align with their values and ethical standards. Hence, understanding the influence of BSR on consumer purchase intention is crucial for brands to develop effective marketing strategies. The study employs a mixed-method approach, combining both qualitative and quantitative research designs. Data were collected through surveys to assess consumer purchase intention and perceptions of a brand’s social responsibility efforts. The survey targeted Chinese student consumers aged 18 to 30, with a total of 489 respondents randomly selected. The research instrument included validated scales to measure consumer purchase intention and perceptions of BSR. Data analysis involved regression analysis to examine the relationship between BSR and consumer purchase intention while controlling for potential confounding variables such as brand reputation, product quality, and price. Additionally, mediation analysis was conducted to explore the mechanisms through which BSR influences consumer purchase intention, including the mediating effects of perceived brand trust and brand image. The results indicate that BSR has a direct positive influence on consumers’ purchase intention. However, the impact varies across different dimensions of BSR. The study found that the influence of philanthropic, legal, and environmental responsibilities on purchase intention is positively moderated by brand image. In contrast, the influence of economic and consumer responsibilities on purchase intention is negatively moderated by brand image. Furthermore, brand image partially mediates the relationship between BSR and purchase intention. For respondents who have previously consumed the brand’s products or services and are aware of its BSR activities, the brand image completely mediates the relationship between BSR and purchase intention. The findings of this study contribute to the existing literature on the impact of BSR on consumer behavior. They provide valuable insights for brands, highlighting the importance of integrating social responsibility into their marketing strategies and the potential benefits of enhancing consumer purchase intention. Based on the research findings, the study proposes recommendations and implications for brand managers and marketing professionals, emphasizing the strategic incorporation of social responsibility to foster consumer loyalty and drive purchase intentions.