Corporate Social Responsibility And High And Low Income Customers: Different Perceptions Of Benefit, Value, Price And Purchase Intent

Abstract

Recent studies indicate that consumers perceive a benefit in buying products from companies that embrace Corporate Social Responsibility (CSR). However, few studies have performed an analysis relating the company’s CSR with not only the consumer’s behavior but also their income. Therefore, the purpose of the article isto identify the influence of client income (low and high) on client perceptions of benefit, value, and price justice related to CSR practices, and on their ultimate purchase intentions. This study considered cases where the socially responsible company chargesa higher price than the competitor companies.