Influence of corporate social responsibility and brand attitude on purchase intention

Purpose - This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y's attitude towards the brand and the moderating effect of their attitude towards CSR. Design/methodology/approach - This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling. Findings - Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention. Gen Y's attitude towards CSR increases the impact of PCSR on brand attitude and purchase intention. Practical implications - To multiply the effects of CSR and brand attitude, retail marketing managers can develop strategies that strengthen the links between awareness, knowledge, brand affection and purchase intent by encouraging Gen Y consumers to engage with the brand's CSR strategy. Originality/value - This study advances the literature on CSR and consumer behaviour by providing an integrated view of the hierarchy of effects model and a generational cohort perspective in predicting purchase intention.