Determinants of Customers Purchase Intentions: Mediating Role of Ethical Brand Image and Moderating Role of CSR Authenticity

This study focuses on the complex interconnectedness of CSRI with CP and PI, with EBI as a mediator and CSRA as the moderator. Since CSR has become an essential factor that affects consumer behavior, the present study focuses on exploring how CSR can impact the consumer decision-making process directly or indirectly. The exploratory, descriptive research design was used based on the positivism paradigm, and data was gathered through the distribution of questionnaires to 350 consumers of a particular brand. The sample size was also considered to achieve adequate power and sample representation. This study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) for the data analysis to test the proposed model and estimate the observed construct correlations. The results show positive relationships between CSRI, CP, EBI, and CSRA, with more than 99% confidence in the findings supporting the established hypotheses. First, CSRI is positively associated with EBI, and EBI is positively associated with PI, and second, CP is positively related to EBI. Moreover, the research finds that the partial mediational effects held that the higher the degree of CSR authenticity (CSRA), the more significant the relationships between CP's effect on PI and CSRI were. Specifically, CSR communication gains greater visibility and consumer acceptance when genuine efforts occur. The study supports this conclusion by emphasizing the value of maintaining an ethical brand image as a key managerial factor for brands that aspire to improve the effectiveness of their CSR communication for consumer behavior. By identifying that CSR authenticity increases the association between CSR activities and purchase intentions, this analysis extends the literature to stress the mediating influence of CSR authenticity in consumer decision-making. The study indicates that brands should not only embark on CSR but also communicate their CSR efforts effectively to consumers, as consumers perceive CSR as positively influencing their trust and likelihood of purchasing. The findings of this study are relevant to marketers and brand managers interested in using CSR strategies to enhance the effect of their communication and ‘‘purchase intentions.’’ The study also provides a way for future research to unmask the impact of CSR authenticity and ethical brand image on other, more general consumer behaviors