The Effects of Social Responsibility Activities on Stakeholders Purchase Intention

Abstract

Following the anti-globalization movement, an ideology, which reflects a climate of defiance toward businesses, has spread out to the societies. Thereby, corporates have begun to engage in socially responsible behaviors not only to meet stakeholder expectations, but also to achieve their goal-oriented considerations. This research aims to analyze effects of corporates' social and environmental responsibility activities on the purchase intentions of stakeholders by integrating the perspectives of obligations. Corporate Reputation Scale was conducted to most important stakeholder groups (customers, employees, rival corporates' employees and public) by using purposive and random sampling methods. For the reliability measurement, a pre-test was conducted on 112 participants and during the research 680 questionnaires were gathered. Results reveal that the reflections of CSR image can differ according to the market. In the banking market, both making efforts for creating new jobs (economic obligation), taking responsibility on environmental issues (social obligation) and reducing its profits to ensure a clean environment (ethical obligation) are valuable. In the air transportation market social and economic obligations are perceived as significant by stakeholders whereas in the communication market social and ethical obligations are perceived as significant.