CSR’s Impact on Fashion Consumer Behaviour: Unravelling the Nexus between Purchase Intention and Consumer Happiness
[EN] Many organisations are managing sustainability issues and learning how to enhance stakeholder engagement. However, few studies have addressed the influence of consumer happiness on the relationship between corporate sustainability and consumer behaviour. Therefore, this study examines the impac...
| Autores: | , , , |
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2025 |
| País: | España |
| Recursos: | Universidad de León |
| Repositório: | BULERIA. Repositorio Institucional de la Universidad de León |
| OAI Identifier: | oai:buleria.unileon.es:10612/25831 |
| Acesso em linha: | https://www.cjournal.cz/index.php?hid=clanek&bid=aktualni&cid=582&cp= https://hdl.handle.net/10612/25831 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Comercio Economía Marketing Consumer happiness Purchase intention CSR Sustainability Fashion |
| Resumo: | [EN] Many organisations are managing sustainability issues and learning how to enhance stakeholder engagement. However, few studies have addressed the influence of consumer happiness on the relationship between corporate sustainability and consumer behaviour. Therefore, this study examines the impact of corporate social responsibility (CSR) on purchase intention, with consumer happiness serving as a moderating variable. Consistent with the literature, CSR and consumer happiness are measured as multidimensional constructs, and purchase intention is measured as a single-factor latent variable. These results suggest that CSR and consumer happiness are positively correlated with purchase intention. Furthermore, consumer happiness moderates the relationship between CSR and purchase intention. These findings have implications for the academic domain and fashion industry. |
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