A study on the impact of corporate social responsibility on consumer purchase intention : using brand loyalty as a moderating variable

Abstract

This study, using Huawei as a case, explores the impact of corporate social responsibility (CSR) on consumer purchase intention and examines the moderating role of brand loyalty. Based on Carroll's four-dimensional model, 456 valid samples were collected through a questionnaire survey. The results show: 1) All four dimensions of CSR (consumer, legal, environmental, and philanthropic responsibilities) have significant positive effects on consumer purchase intention, with consumer responsibility being the most significant, followed by philanthropic responsibility. 2) Brand loyalty positively moderates the relationship between CSR and consumer purchase intention, particularly in the dimensions of consumer and philanthropic responsibilities. Focusing on China's domestic technology industry, this study deepens the theoretical research on CSR impact mechanisms in the tech sector and provides practical guidance for Huawei in developing CSR and brand loyalty strategies