ARTÍCULO
TITULO

Effects of perceptions of corporate social performance on individual purchasing behaviour in South African university students: A mixed-method approach

Roselyne Koech    
David Coldwell    

Resumen

AbstractBackground: Corporate social performance (CSP) has been widely researched in the past. However, few empirical studies, especially in the African context, have been conducted. In particular, a highly under-researched topic is the role that corporate social responsibility (CSR) plays in an individual?s actual purchasing behaviour.Objectives: This article examines whether the perception of CSR plays a role in purchasing decisions of South African university students. It adopts Carroll?s CSR definition that comprises economic, legal, ethical and philanthropic responsibilities.Methods: A mixed-method technique was used to analyse the data obtained from a sample survey (n = 145) and in-depth interviews (n = 30) of South African university students. An exploratory factor analysis was performed which revealed that legal, ethical and philanthropic factors influence individual purchasing behaviour.Results: The findings show that companies that fulfil consumer expectations of social responsibility tend to generate positive perceptions of CSP, which lead to actual purchases of goods and services from the company concerned. The findings also show that CSR plays a relatively minor role in individuals? actual purchasing behaviour, and the other-than-CSP aspects influencing the outcome are explained.Conclusion: The study extends the theoretical understanding of CSR and its role in purchasing decisions of individuals in the African context.

 Artículos similares

       
 
Christine Kapita Umumararungu, Appoline Kabera Bazubagira     Pág. 302 - 310

 
Ni Nyoman Sri Rahayu Damayanti,I Gde Agung Wira Pertama     Pág. 47 - 54
Individuals with type A personalities are people with high achievement-oriented, competitive, and fast workers. They are considered qualified to be public accountants. However, the perceptions of public accountant laws influence their career interests. T... ver más

 
Arelia Eydis Gudmundsdottir, Inga Minelgaite, Svala Gudmundsdottir, Christopher R Leupold, Thelma Kristín Snorradóttir     Pág. 73 - 87
Research Question: This study examines the attitudes of 106 of Iceland?s highest-level public officials towards their current work conditions and the constraints around them. Motivation: Rapidly changing internal and external environments create pre... ver más
Revista: Management

 
May Yee Melissa Lau     Pág. 27 - 34
With fierce competition in transnational higher education (TNHE), marketing mix strategies should be adopted to attract students to study the transnational top-up degrees offered in Hong Kong. This research investigates the effects of service marketing m... ver más

 
Te-Hsing Ku,Tzu-Ling Lin    
AbstractThe purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention. In addition, the study exa... ver más