Jiang Lixia, Charito Guillermo
ABSTRACT
This study investigated the relationship between the Beverage enterprises’ extent of practice of Corporate Social Responsibility (CSR) and the level of consumer purchase intention. It examined the implementation of CSR across four key dimensions: sustainable procurement, waste reduction and recycling, community participation and philanthropy, and health and nutrition programs. The research also explored consumer participants’ purchase intentions in terms of brand awareness, perceived quality, and perceived price. Using a mixed-methods approach, the quantitative aspect assessed CSR practices and consumer purchase intention, while qualitative analysis identified challenges in CSR implementation. A descriptive correlational research design was employed to examine the relationship between CSR practices and consumer purchase intentions among participants from 10 beverage companies in China. The findings revealed that while sustainable sourcing, waste reduction, and health programs were commonly implemented, they did not significantly influence consumer purchase intention. However, a significant relationship was found between community engagement practices and consumer perceptions of product quality, suggesting that CSR initiatives focused on social impact were more likely to enhance consumer purchasing behavior. These results emphasized the importance of aligning CSR efforts with consumer values, particularly in community engagement, to improve purchase intention.
Keywords: Beverage industry, corporate social responsibility, consumer purchase intention
https://doi.org/10.57180/cton8020