How CSR influences young Chinese consumers' purchase decisions towards Western brands: the moderating effect of consumer ethnocentrism

Abstract

Purpose: The objectives of this study are to examine the impacts of CSR on purchase intentions either directly or indirectly and to investigate the moderating effects of consumer ethnocentrism on the relationship between CSR and purchase intentions. Design/methodology/approach: This study utilized an online self-administered survey for data collection. All the measurement items were adopted or adapted from prior research concerning international marketing (Churchill, 1979). Concerning rating scales, the items of CSR, brand attitudes, and consumer ethnocentrism were measured from 1 (strongly disagree) to 7 (strongly agree), and the items of purchase intentions were measured from 1 (strongly disagree) to 5 (strongly agree). Findings: The empirical findings suggest that CSR significantly influences purchase intentions directly and indirectly via brand attitudes. Besides, consumer ethnocentrism strengthens the positive effects of CSR on brand attitudes and purchase intentions. Originality/value: This research sheds light on young Chinese consumers' purchase behaviors, which could facilitate Western brands implementing effective and efficient marketing strategies in the Chinese market.