Linking consumer attitude with purchasing behavior via interpersonal influences: the role of corporate social responsibility

• Published in: Journal of contemporary marketing science Vol. 7; no. 2; pp. 184 - 199
• Main Authors: Qalati, Sikandar Ali, Siddiqui, Faiza, Yusheng, Kong
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 14-06-2024; Emerald Group Publishing Limited
• Subjects: Consumer attitudes; Consumer behavior; Decision making; Hospitality industry; Marketing; Social networks; Social responsibility; China; Consumer attitude; Interpersonal influences; Corporate social responsibility; Consumer purchasing behavior
• ISSN: 2516-7480; 2516-7480
• DOI: 10.1108/JCMARS-10-2023-0041

PurposeConsumer purchasing behavior (CPB) plays a crucial role within the hospitality sector, specifically in restaurants situated in China, as it directly impacts the performance and profitability of businesses. In this context, there is a need to assess the factors influencing CPB. Therefore, this research seeks to inspect the influence of consumer attitudes (CA) on interpersonal influences (II) and CPB. Additionally, seeks to explore the mediation of II and the moderation of corporate social responsibility (CSR).Design/methodology/approachThis study utilized cross-sectional data obtained through online surveys. To analyze the data, structural equation modeling was employed.FindingsThe research unveils a substantial and positive association between CA, II and CPB. It also found that II partially mediates CA and CPB association. Moreover, CSR was identified as a moderator in the connection between CA and CPB.Practical implicationsThe implications of this study are of great significance for companies operating in the hospitality industry. They indicate that cultivating favorable CA and promoting II, while considering CSR initiatives, can effectively augment overall purchasing behavior. As a result, it can contribute to the achievement of business success.Originality/valueThis study offers a unique perspective on the factors driving purchasing behavior, shedding light on how businesses can enhance their performance and profitability in this specific setting.