How Is CSR Perception Formed and When Does It Affect Purchase Intention: A Mixed Method Study in the Turkish Airline Industry
Anahtar Kelimeler:
CSR- Price Premium- Knowledge- Purchase Intention- Mixed-MethodÖzet
Studies have most examined the effect of Corporate Social Responsibility (CSR) on a set of perceptual, attitudinal and behavioral outcome variables in the manufacturing industries of the developed economies through simple models that have failed to determine the complex mechanisms underlying how CSR effect is formed and translated into actual purchase behavior. This study aims to identify the factors that shape the effect of CSR on purchase intention in the Turkish airline industry through a mixed method approach. Employing two moderators in the research model which regulate the impact of CSR on purchase intention and triangulation technique in the data analysis, this study identified the factors that are potential barriers to and drivers of the translation of CSR perception into real purchase behavior. It has been found in the quantitative study that CSR has a positive effect on purchase intention in the airline industry, moderated by consumer’s CSR knowledge and willingness to pay price premium. Qualitative study exhibits the vitality of sincere and effective CSR practices responding to the needs of diverse stakeholders, and simply summarizes CSR as a process of value co-creation. The originality of this study stems from the mixed method employed in the research design, identifying diverse factors in the qualitative design that shape the impact of CSR in consumer behaviors, and providing statistical rigor and generalizability to the study’s findings in the quantitative design. Based on the findings of qualitative and quantitative designs, implications of this study on marketing theory and practice have been mentioned.
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