Purpose

A majority of consumers are supportive of socially responsible companies making positive contributions to their communities. However, results of empirical studies on consumers’ attitudes toward corporate social responsibility (ACSR) and their purchasing intentions (PI) have been inconsistent. The purpose of this paper is to measure the strength of association between ACSR and PI. This study also aims to examine the moderating effects of firm characteristics (product type and commitment to green/sustainability initiatives), consumer demographics (gender and age) and external factors (geographic region).

Design/methodology/approach

The authors conducted a systematic search, which yielded 28 studies that met the criteria for inclusion in the meta-analysis (total participants = 12,242). This study used meta-analysis to examine the association between ACSR and PI using random effects analyses. Subgroup analyses and meta regression were used to detect moderators in the meta-analysis.

Findings

The main result showed that the average weighted correlation (r+) was 0.478, indicating that ACSR had a strong positive relationship with PI. Subgroup analyses indicated geographic region and product type had no significant moderating effect on the relationship between ACSR and PI. However, the difference for commitment to green initiatives was marginally significant. The high levels of heterogeneity (Q = 535.199, I² = 94.955) and a possible absence of publication bias were evident in the meta-analysis.

Originality/value

This meta-analysis can make meaningful contributions to the existing body of knowledge on corporate social responsibility by testing the influence of the important moderators that include geographic region, product type and commitment to green initiatives.

中文翻译：

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对社会责任企业的态度与购买意愿之间关系的系统回顾和荟萃分析

目的

大多数消费者支持有社会责任感的公司为社区做出积极贡献。然而，关于消费者对企业社会责任（ACSR）的态度及其购买意愿（PI）的实证研究结果并不一致。本文的目的是衡量ACSR和PI之间的关联强度。本研究还旨在研究企业特征（产品类型和对绿色/可持续发展举措的承诺）、消费者人口统计（性别和年龄）和外部因素（地理区域）的调节作用。

设计/方法论/途径

作者进行了系统检索，得出了 28 项符合纳入荟萃分析标准的研究（参与者总数 = 12,242 人）。本研究采用荟萃分析，通过随机效应分析来检验 ACSR 和 PI 之间的关联。亚组分析和荟萃回归用于检测荟萃分析中的调节因素。

发现

主要结果显示，平均加权相关性（r+）为0.478，表明ACSR与PI具有很强的正相关关系。亚组分析表明地理区域和产品类型对 ACSR 和 PI 之间的关系没有显着调节作用。然而，对绿色倡议的承诺差异略有显着。在荟萃分析中，高度异质性（Q = 535.199，I² = 94.955）和可能不存在发表偏倚是显而易见的。

原创性/价值

这种荟萃分析可以通过测试重要调节因素（包括地理区域、产品类型和对绿色倡议的承诺）的影响力，对现有的企业社会责任知识体系做出有意义的贡献。