Post-COVID-19 Green Marketing: An Empirical Examination of CSR Evaluation and Luxury Purchase Intention—The Mediating Role of Consumer Favorability and the Moderating Effect of Gender
Year: 2024
Type: article
Study design: Observational Study
Abstract: Following the global COVID-19 pandemic, luxury consumption has increasingly shifted towards a more rational approach, with consumers paying more attention to the actual value and social contribution of luxury goods. In response, companies are actively engaging in corporate social responsibility (CSR) activities to boost sales and showcase a practical image as contributors to society. This study examines the effect of CSR evaluation on luxury purchase intentions. Data from 211 participants indicate that a greater evaluation of a company's CSR efforts positively influences consumer favorability towards luxury goods, which, in turn, increases their purchase intentions. Notably, consumer favorability acts as a mediator, while gender acts as a moderator. These findings highlight that companies can leverage their CSR initiatives to create a more compelling and engaging experience for luxury consumers, thereby boosting purchase intentions and driving sales growth. This approach underscores the importance of aligning CSR efforts with consumer values to foster stronger brand connections and enhance market performance.
Authors: Chi Li, Yingda Tang
Institutions: Yunnan University, University of California, Los Angeles
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4406775331