Do Consumers Trust Social Businesses? Effects of Corporate Social Responsibility Fit on Purchase Intention and Positive Word‐of‐Mouth Behavior

ABSTRACT This research analyzed how perceived mission adherence (PMA) and perceived corporate social responsibility (CSR) fit influence consumer responses toward social businesses. No study has explored the role of CSR fit within social businesses, and limited CSR‐related research has integrated attribution theory with the theory of planned behavior (TPB). The present study addressed these gaps by combining the aforementioned theories to investigate how perceived CSR fit functions within social enterprises. This research examined the mediating effects of CSR authenticity and CSR skepticism on the relationships of perceived CSR fit and PMA with purchase intention and positive word‐of‐mouth (PWOM). It also evaluated the relevance of TPB‐related constructs in predicting consumer engagement with social business products. Two studies were conducted in Taiwan by using an experimental survey design. Study 1 suggested that PMA positively influenced perceived CSR fit and CSR authenticity and negatively affected CSR skepticism, leading to stronger purchase intention and PWOM. Study 2 considered TPB‐related variables, confirming that attitude influenced purchase intention and PWOM, whereas subjective norms had a significant effect only on PWOM. The findings of this study extend attribution theory by revealing that PMA influences attributions of CSR motives of social businesses. Furthermore, this study refines the TPB by showing that subjective norms primarily drive advocacy rather than purchase intention. The results of this research highlight the crucial roles played by mission alignment, transparency, and social influence in fostering consumers' trust in and engagement with social businesses.