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

Abstract

Purpose

Consumer 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/approach

This study utilized cross-sectional data obtained through online surveys. To analyze the data, structural equation modeling was employed.

Findings

The 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 implications

The 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/value

This 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.

Citation

Qalati, S.A., Siddiqui, F. and Yusheng, K. (2024), "Linking consumer attitude with purchasing behavior via interpersonal influences: the role of corporate social responsibility", Journal of Contemporary Marketing Science, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCMARS-10-2023-0041