Corporate social responsibility from the consumer perspective: A cross-cultural study

Abstract

Objective: To analyze the relationship of how Corporate Social Responsibility (CSR) is evaluated by Brazilian and Peruvian consumers with their attitudes and purchase intent. Method: For data analysis, the following statistical methods were used: Confirmatory factor analysis, Structural equation model, T test and Likelihood ratio test. Main Results: The results show that the Brazilian consumer's attitude is positively influenced by socially responsible activities related to society, and that their purchase intent is influenced by CSR actions related to society and competition. However, activities directed to employees have a negative influence on Brazilian consumer's purchasing intent. In turn, the Peruvian consumer attitude is positively influenced by actions directed to the company. Furthermore, actions directed to the company and actions directed to the competition, positively influence the purchase intent of the Peruvian consumer. It is proposed that culture can explain the difference between the reactions of consumers in different countries. Contributions: Given the lack of empirical research on CSR and consumer behavior in developing countries, and the absence of a cross-cultural study of this perspective with Latin American countries, this study is relevant to companies that want to position themselves strategically in Latin America, as it compares Brazilian and Peruvian consumers. Relevance/Originality: CSR has proved to be more relevant to Peruvian consumers, despite this issue being in a more advanced stage in Brazil.