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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2021 / Cilt: 14 - Sayı: 2

The Mediating Role of Social And Environmental Responsibility in The Relationship Between Material Values, Consumer Cynicism and Product/Service Quality

Çağla Pınar UTKUTUĞ
Pages
213–237
Publication Date
2021-05-18
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Findings revealed that material values encourage positive evaluations of perceived product/ service quality with the mediating role of corporates’ social and environmental responsibility, whereas cynicism leads to negative appraisals of product/ service quality without the mediating role of social and environmental responsibility.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This paper aims to analyze the mediating role of corporates’ social and environmental responsibility in the relationship between material values, consumer cynicism, and product/ service quality.
📊
Key Findings & Data:In the present study, data related to 16 popular clothing brands were gathered by means of a questionnaire filled out by 805 young consumers.
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Conclusion & Impact:Findings revealed that material values encourage positive evaluations of perceived product/ service quality with the mediating role of corporates’ social and environmental responsibility, whereas cynicism leads to negative appraisals of product/ service quality without the mediating role of social and environmental responsibility.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Material values · cynicism · social and environmental responsibility

Abstract

This paper aims to analyze the mediating role of corporates’ social and environmental responsibility in the relationship between material values, consumer cynicism, and product/ service quality. In the present study, data related to 16 popular clothing brands were gathered by means of a questionnaire filled out by 805 young consumers. Findings revealed that material values encourage positive evaluations of perceived product/ service quality with the mediating role of corporates’ social and environmental responsibility, whereas cynicism leads to negative appraisals of product/ service quality without the mediating role of social and environmental responsibility. This study provides important contributions to the marketing literature because this model has sustained the elaborative understanding of consumer reactions at the product level and at the corporate and industry levels.

Özet

This paper aims to analyze the mediating role of corporates’ social and environmental responsibility in the relationship between material values, consumer cynicism, and product/ service quality. In the present study, data related to 16 popular clothing brands were gathered by means of a questionnaire filled out by 805 young consumers. Findings revealed that material values encourage positive evaluations of perceived product/ service quality with the mediating role of corporates’ social and environmental responsibility, whereas cynicism leads to negative appraisals of product/ service quality without the mediating role of social and environmental responsibility. This study provides important contributions to the marketing literature because this model has sustained the elaborative understanding of consumer reactions at the product level and at the corporate and industry levels.

🔖

Cite This Article

UTKUTUĞ, Ç. P. (2021). The Mediating Role of Social And Environmental Responsibility in The Relationship Between Material Values, Consumer Cynicism and Product/Service Quality. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 14 - Sayı: 2, 213–237. https://ajindex.com/articles/372180

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