Perceived influence of corporate social responsibility on consumer loyalty: The role of ethical ideology

Abstract

This study explored how different types of perceived corporate social responsibility serve to affect customer loyalty, and how consumer ethical ideologies affect perceived corporate social responsibility. The empirical research analysis reveals that respondents are more often characterised by an ethical ideology of idealism, and that they are most aware of any corporate social responsibility (CSR) that is consumer-orientated. In addition, it has been found that the perceived CSR, which focuses on the public, has a significantly lower impact, while the impact of the perceived employee-orientated CSR is statistically significant only in respect to repeat purchases.