The Effects of Social Responsibility Activities on Stakeholders’ Purchase Intention

Özet

Following the anti-globalization movement, an ideology, which reflects aclimate of defiance toward businesses, has spread out to the societies. Thereby,corporates have begun to engage in socially responsible behaviors not only to meetstakeholder expectations, but also to achieve their goal-oriented considerations. Thisresearch aims to analyze effects of corporates’ social and environmental responsibilityactivities on the purchase intentions of stakeholders by integrating the perspectives ofobligations. Corporate Reputation Scale was conducted to most important stakeholdergroups (customers, employees, rival corporates’ employees and public) by usingpurposive and random sampling methods. For the reliability measurement, a pre-testwas conducted on 112 participants and during the research 680 questionnaires weregathered. Results reveal that the reflections of CSR image can differ according to themarket. In the banking market, both making efforts for creating new jobs (economicobligation), taking responsibility on environmental issues (social obligation) andreducing its profits to ensure a clean environment (ethical obligation) are valuable. Inthe air transportation market social and economic obligations are perceived assignificant by stakeholders whereas in the communication market social and ethicalobligations are perceived as significant.