Understanding digital corporate social responsibility’s impact on trust and purchase intention: insights from customer perceived ethicality

Purpose This study aims to investigate how digital corporate social responsibility (CSR) influences customers’ perceived ethicality, trust and purchase intention. Specifically, within the hospitality industry, this study further explores the mediating role of perceived ethicality in the relationship between digital CSR, trust and purchase intention. Design/methodology/approach Data were collected from 396 hotel guests and analyzed using partial least squares structural equation modeling. Findings Digital CSR significantly influences customers’ perceived ethicality, trust and purchase intention. Customer-perceived ethicality mediates the relationship between digital corporate social responsibility, trust and purchase intention. Originality/value This study significantly contributes to the digital corporate social responsibility and customer perceived ethicality literature by empirically validating the effects of digital corporate social responsibility on customer perceived ethicality, trust and purchase intention. It further advances the understanding by demonstrating the mediating role of customer perceived ethicality in the relationship between digital corporate social responsibility, trust and purchase intention.