Algılanan Kurumsal Sosyal Sorumluluğun Satın Alma Niyeti Üzerindeki Etkisinde Güvenin Aracılık Rolü
Mediating Role of Trust on the Relationship between Perceived Corporate Social Responsibility and Purchase Intention

Summary/Abstract: Although organizations are founded to gain profit, they also have responsibilities towards the society. In other words, individuals expect from the organizations to accomplish some major responsibilities towards the society. In this respect, organizations try to respond to that call by doing various social acts that will create beneficial outcomes for the overall society. On the hand, organizations also aim to shape consumers’ purchasing behavior by gaining trust through these activities. Therefore, this study investigates the mediating role of trust within the relationship between perceived social responsibility and purchase intention. With this aim, 313 graduate students of a private university were approached to collect data and to analyze the proposed relationships between the constructs. Data have been collected by mentioning a well-known market leader car manufacturer and results of the study indicate that trust fully mediates the relationship between perceived corporate social responsibility and purchase intention, thus emphasizing the importance of trust in company-consumer relationships.

• Details
• Contents