The Role of Social and Environmental CSR in Shaping Purchase Intentions: Experimental Evidence from the Cosmetics Market

This study investigated the impact of corporate social responsibility (CSR) on consumer purchasing decisions in the cosmetics market through an experimental design. Using eight scenarios that manipulate levels of social CSR, environmental CSR, and price, this study examined their direct effects and interactions, and the moderating influences of intrinsic and extrinsic motives. The findings confirmed that social and environmental CSR positively influence purchase intentions, with their combined effect being stronger than individual contributions. Price negatively moderates the impact of environmental CSR, particularly at higher levels, while intrinsic motives interact positively with environmental CSR to offset the negative association from its main effect. This research provides actionable insights into CSR’s role in shaping consumer behavior, emphasizing the interplay between CSR dimensions, price sensitivity, and motivational factors in the dynamic cosmetics market.