The Relationship of Corporate Social Responsibility (CSR) and Working Adults' Purchase Intention based on Carroll's CSR Pyramid

Siow, Jennsze (2017) The Relationship of Corporate Social Responsibility (CSR) and Working Adults' Purchase Intention based on Carroll's CSR Pyramid. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Today’s unfavorable economic condition in Malaysia has made consumers to be more sensitive when they purchase a product or service. Understand consumers’ purchase intention become a vital aspect for business corporations. Owing to the rising trend of corporate social responsibility (CSR) recently, many business companies are now believe that engagement in CSR does have correlation and will affect purchase intention of consumers. By recognizing the significance of CSR, many businesses began to involve themselves in CSR activities in order not to be left off in the competitive market. There are large amounts of research done to study the relationship between CSR and consumers’ purchase behavior based on Carroll’s CSR pyramid in western countries; however, there are only limited studies have been conducted in Malaysia and target among working adults. Hence, this research aims to study the relationship of CSR and purchase intention of working adults with regard to 4 responsibilities of Carroll’s CSR pyramid. This quantitative research targeted 100 working adults who located in Setapak, Kuala Lumpur to answer the online questionnaire forms. Data was collected through snowball sampling method via Google Form. The regression analysis generated results that show there are significant positive relationships between all 4 CSR responsibilities and working adults’ purchase intention, whereby, philanthropic responsibility in Carroll’s CSR pyramid is the utmost priority among other responsibilities. The research result creates powerful implications for business corporations by providing them with information that enables them to develop effective CSR programs to influence consumers’ purchase intention. Keywords: Corporate Social Responsibility (CSR), Carroll’s CSR pyramid, working adults, purchase intention, economic responsibility, legal responsibility, ethical responsibility, philanthropic responsibility.