The role of corporate social responsibility on consumer decision making in the food maturing market

‫مدیریت بازرگانی

Mohammad Dostar¹  Reza Esmaeilpour²  Shima Soltani³ 

[1] Assistant Prof., Faculty of Management, University of Guilan, Rasht, Iran;Associate Prof., Faculty of Management, University of Guilan, Rasht, Iran;MSc. Student, Faculty of Business Management, University of Guilan, Rasht, Iran;

关键词: consumer decision making;    Corporate social responsibility;    mature market;   

DOI  :  10.22059/jibm.2014.50737

来源: DOAJ

【 摘 要 】

Nowadays in growing and mature markets, one of the most efficient techniques is making diffrentiation. This distinction is achieved by developing the concept of corporate social responsibility (CSR) in products and services. Consequently, the aim of this study is to evaluate the impact of CSR on consumer decision making in the food maturing market. The companies in this market produce frozen, meat and dairy product. This research is an applied descriptive- survey study. The study populations are consumer's food products including dairy, meat and frozen products. Also the sample size was 199. Data was collected from the questionnaire and  survey and library methods were also used. For data analysis, tests were used to assess data normality and confirmatory factor and structural equation modeling in LISREL and SPSS. The results indicate that corporate social responsibility in the food maturing markets, both directly and through mediated promotion, has an impact on consumer decision making. However, direct effect of this agent is stronger than the indirect effect.

【 授权许可】

Unknown