A study on consumer attitudes towards renowned socially responsible companies and their purchase intentions from such companies

Abstract

This exploratory study investigated consumer attitudes towards socially responsible companies and their purchase intentions from such companies in Malta. The concept of corporate social responsibility is growing rapidly in the corporate world where companies are becoming more aware of the impact their company has on their consumers. Such companies have started to implement various socially responsible initiatives, yet in Malta, research on this matter is very limited. Hence, this study explored the relationship between CSR and consumer attitudes and purchase intentions. The research established that consumer attitudes and purchase intentions are positively affected by socially responsible companies. The data collected, through online in-depth interviews, also found that various internal and external factors influence consumer behaviour. The positive influence of CSR on consumer behaviour was also mediated through the quality and the price of the offering. Through the interviews, several recommendations and implications were found, which can be useful for marketing managers that are implementing or are in the process of initiating their CSR strategy. Furthermore, the study found that the awareness of CSR on social media has to be more impactful to influence the attitudes and purchase intentions. Given its rise in popularity all over the world, more research is needed for companies to understand better CSR and consumer behaviour in Malta.