FACTORS AFFECTING CUSTOMER PERCEPTION AND ATTITUDE TOWARD CORPORATE SOCIAL RESPONSIBILITY

Abstract

Studies on customer perception and attitude toward Corporate Social Responsibility (CSR) have received a lot of attention in recent years. However, the research on the antecedent of customer perception and attitude toward CSR is still relatively new. This study proposes and tests the model, in which the country-of-origin, the corporate reputation and the customer trust are considered as the antecedent of customer perception and attitude toward CSR. By using the simple of 615 customers, who owned passenger cars, the results show that the country-of-brand image, country-of-manufacture image, reputation and trust have positive impact on perceived CSR. In addition, perceived CSR is the mediator factor contributing to the effect of the country-of-brand image and customer trust on customer attitudes. The implications of the study are discussed and this paper also provides recommendations for future research.