An Empirical Investigation of the Impact of Corporate Social Responsibility on Purchase Intentions: The Mediating Role of Consumer Brand Engagement in the Fashion Retail Industry

Abstract

Corporate Social Responsibility (CSR) has emerged as a critical strategic and ethical dimension for organizations, influencing corporate reputation and consumer behavior. This study investigates the effect of CSR on Consumer Purchase Intention (PUR) and examines the mediating role of Consumer Brand Engagement (CBE) in this relationship. Grounded in stakeholder theory and the theory of planned behavior, CSR is conceptualized as a multidimensional construct encompassing economic, legal, ethical, and philanthropic responsibilities. CBE is operationalized as a multidimensional construct reflecting cognitive, emotional, and behavioral engagement with brands, capturing the depth of consumer-brand interaction and commitment. A quantitative research design was employed, with primary data collected from 103 respondents using a structured questionnaire. Structural equation modeling (SEM) was conducted using SmartPLS to test the hypothesized relationships and assess the measurement and structural models. The results indicate that CSR does not have a significant direct effect on PUR. However, CSR has a significant positive influence on consumer brand engagement, and CBE significantly predicts purchase intention. Mediation analysis confirms that CBE mediates the relationship between CSR and PUR, highlighting that CSR initiatives influence consumer behavior primarily by fostering cognitive, emotional, and behavioral engagement with the brand. These findings emphasize the critical role of engagement in translating CSR perceptions into actionable consumer behavior. Ethical, philanthropic, and environmental CSR initiatives particularly resonate with socially conscious consumers, enhancing brand loyalty, advocacy, and repeat purchase behavior. By integrating CSR, CBE, and purchase intention within a comprehensive SEM framework, this study contributes theoretically by elucidating the mediating mechanisms through which CSR affects consumer decision-making.