Ahmad Sohail, Shakir Muhammad Irfan, Azam Afshan, Mahmood Shahid, Zhang Qingyu, Ahmad Zaheer
Research Institute of Business Analytics and Supply Chain Management, College of Management, Shenzhen University, Shenzhen, 518060, China.
College of Business Administration, Al-Yamamah University Riyadh, Riyadh, Kingdom of Saudi Arabia.
Environ Sci Pollut Res Int. 2023 Nov;30(53):113820-113834. doi: 10.1007/s11356-023-29930-7. Epub 2023 Oct 18.
The present study introduces an innovative conceptual framework for analyzing the influence of corporate social responsibility and green consumption on customer satisfaction and loyalty. The study employed a quantitative methodology, wherein data was gathered through face-to-face surveys from a sample of 329 participants in Pakistan during the period from November 2022 to February 2023. The collected data was subsequently subjected to analysis using partial least squares structural equation modeling (PLS-SEM). The results demonstrate that corporate social responsibility (CSR) has a significant and positive impact on consumer satisfaction, which subsequently serves as a significant predictor of loyalty. The research findings indicate a significant correlation between consumers' ethical beliefs, specifically idealism and relativism, and their engagement in green consumption. Furthermore, it is observed that green consumption positively influences consumer satisfaction. Additionally, the research revealed that the variables of idealism and relativism do not exert a moderating influence on the association between corporate social responsibility (CSR) and consumer satisfaction. The results underscore the significance of managers directing their attention towards cultivating more robust customer relationships through the prioritization of satisfaction within their corporate social responsibility (CSR) initiatives. This study aimed to assess a theoretical framework that delineates the fundamental connections between corporate social responsibility (CSR), green consumption, consumer satisfaction, and loyalty. While prior research has predominantly concentrated on corporate viewpoints and employee attitudes towards CSR, this research sought to fill the gap by examining the aforementioned relationships from a consumer perspective.
本研究引入了一个创新的概念框架，用于分析企业社会责任和绿色消费对顾客满意度和忠诚度的影响。该研究采用了定量方法，在2022年11月至2023年2月期间，通过面对面调查从巴基斯坦的329名参与者样本中收集数据。随后，使用偏最小二乘结构方程模型（PLS-SEM）对收集到的数据进行分析。结果表明，企业社会责任（CSR）对消费者满意度有显著的正向影响，而消费者满意度随后又成为忠诚度的重要预测指标。研究结果表明，消费者的道德信念，特别是理想主义和相对主义，与他们参与绿色消费之间存在显著相关性。此外，观察到绿色消费对消费者满意度有积极影响。此外，研究还发现，理想主义和相对主义变量对企业社会责任（CSR）与消费者满意度之间的关联没有调节作用。结果强调了管理者通过在企业社会责任（CSR）举措中优先考虑满意度来培养更稳固的客户关系的重要性。本研究旨在评估一个理论框架，该框架描绘了企业社会责任（CSR）、绿色消费、消费者满意度和忠诚度之间的基本联系。虽然先前的研究主要集中在企业对企业社会责任的观点和员工态度上，但本研究试图通过从消费者角度审视上述关系来填补这一空白。
