A study on corporate social responsibility and consumers’ purchase intention in the skin/body care industry.
This study intends to investigate whether Corporate Social Responsibility (CSR) would positively influence consumers’ tendency of purchase, in the context of the skin/body care industry. More specifically, it seeks to understand whether community and environmental initiatives, supported by the compa...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/51347 |
| _version_ | 1811695463267565568 |
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| author | Ng, Devonna Wan Yi. Tan, Ee Peng. Woo, Sharon Shu Fen. |
| author2 | Yeo Chuan Seng, Victor |
| author_facet | Yeo Chuan Seng, Victor Ng, Devonna Wan Yi. Tan, Ee Peng. Woo, Sharon Shu Fen. |
| author_sort | Ng, Devonna Wan Yi. |
| collection | NTU |
| description | This study intends to investigate whether Corporate Social Responsibility (CSR) would positively influence consumers’ tendency of purchase, in the context of the skin/body care industry. More specifically, it seeks to understand whether community and environmental initiatives, supported by the companies, would stimulate a greater purchase intention. The study also discusses consumers’ willingness to pay a higher price for products from socially responsible companies. The effect of various consumer demographics that could influence the impact of CSR on consumers’ purchase intention and willingness to pay a price premium will be further looked into.
The primary data for the study was collected through self-administered pen-and-paper and online questionnaires.
The research findings suggest that CSR initiatives have a positive effect on consumers’ attitudes and purchase intention, with environmental initiatives demonstrating the strongest positive influence. Consumers are generally willing to pay a price premium for products associated with CSR attributes. There are conflicting findings in the impact of gender differences on consumers’ purchase intention. The results also indicate that a higher income and environmental consciousness motivate consumers’ purchase behavior. Furthermore, females and consumers with better financials are more willing to pay a higher price.
The results attained enable marketing practitioners and corporate decision-makers to understand how CSR affects firm performance and use this knowledge to conduct further research into the interaction among these variables. |
| first_indexed | 2024-10-01T07:23:52Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/51347 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:23:52Z |
| publishDate | 2013 |
| record_format | dspace |
| spelling | ntu-10356/513472023-05-19T06:09:00Z A study on corporate social responsibility and consumers’ purchase intention in the skin/body care industry. Ng, Devonna Wan Yi. Tan, Ee Peng. Woo, Sharon Shu Fen. Yeo Chuan Seng, Victor Nanyang Business School DRNTU::Business This study intends to investigate whether Corporate Social Responsibility (CSR) would positively influence consumers’ tendency of purchase, in the context of the skin/body care industry. More specifically, it seeks to understand whether community and environmental initiatives, supported by the companies, would stimulate a greater purchase intention. The study also discusses consumers’ willingness to pay a higher price for products from socially responsible companies. The effect of various consumer demographics that could influence the impact of CSR on consumers’ purchase intention and willingness to pay a price premium will be further looked into. The primary data for the study was collected through self-administered pen-and-paper and online questionnaires. The research findings suggest that CSR initiatives have a positive effect on consumers’ attitudes and purchase intention, with environmental initiatives demonstrating the strongest positive influence. Consumers are generally willing to pay a price premium for products associated with CSR attributes. There are conflicting findings in the impact of gender differences on consumers’ purchase intention. The results also indicate that a higher income and environmental consciousness motivate consumers’ purchase behavior. Furthermore, females and consumers with better financials are more willing to pay a higher price. The results attained enable marketing practitioners and corporate decision-makers to understand how CSR affects firm performance and use this knowledge to conduct further research into the interaction among these variables. BUSINESS 2013-03-28T08:01:11Z 2013-03-28T08:01:11Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/51347 en Nanyang Technological University 79 p. application/pdf |
| spellingShingle | DRNTU::Business Ng, Devonna Wan Yi. Tan, Ee Peng. Woo, Sharon Shu Fen. A study on corporate social responsibility and consumers’ purchase intention in the skin/body care industry. |
| title | A study on corporate social responsibility and consumers’ purchase intention in the skin/body care industry. |
| title_full | A study on corporate social responsibility and consumers’ purchase intention in the skin/body care industry. |
| title_fullStr | A study on corporate social responsibility and consumers’ purchase intention in the skin/body care industry. |
| title_full_unstemmed | A study on corporate social responsibility and consumers’ purchase intention in the skin/body care industry. |
| title_short | A study on corporate social responsibility and consumers’ purchase intention in the skin/body care industry. |
| title_sort | study on corporate social responsibility and consumers purchase intention in the skin body care industry |
| topic | DRNTU::Business |
| url | http://hdl.handle.net/10356/51347 |
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