The impact of corporate social responsibility on buying tendencies from the perspective of stakeholder theory and practices

Abstract

Abstract This paper investigates the impact of corporate social responsibility (CSR) on buying behavior tendencies (BBTs), adopting two sub‐tendencies of BBTs—exploratory acquisition of buying tendencies (EAPTs) and exploratory information seeking tendencies (EISTs)—based on the stakeholder theory and practices. Data were collected and examined using confirmatory factor analysis and structural equation modeling. The study revealed a positive relationship between CSR practices and BBTs, and a significant correlation of CSR on both EISTs and EAPTs. Additionally, it verified a positive linkage between CSR and BBTs through the mediation of EAPTs and EISTs. These results provide insights for managements, especially those in CSR‐oriented firms, on how incorporation of CSR activities may influence the BBTs of consumers. Finally, the paper discusses several implications for strategic management along with avenues for future research.