A Cross-Cultural Relationship Of Corporate Social Responsibility And Consumer’s Buying Intentions,Moderation Of National Culture Values:An Investigation From Dinstictive Asian Countries

This study investigates the cross-cultural relationships of corporate social responsibility factors,culture dimensions,and consumer‘s buying intentions in China and Pakistan.Moreover,this study also reveals the moderating effect of culture on these relationships.Data from 239 respondents from each sample group were collected through questionnaire survey.Structural equation modelling with AMOS v21.0 was used to analyse data.The results from Chinese sample group showed that Ethical CSR,philanthropic CSR and culture has significant impact on buying intention,while economic CSR and legal CSR have insignificant impact on buying intention.Moreover,Pakistan data sample found that legal CSR,ethical CSR and philanthropic CSR have shown significant while economic CSR and culture have insignificant impact on buying intentions of consumers.Significant moderation impact of culture has found on the relationship of economic CSR and buying intention,however insignificant impact of culture proved on the relationship of Legal,ethical and philanthropic CSR and buying intention.This study provides substantial industry insights showing that strong improvement and proper communication of philanthropic and ethical CSR stimulates the motivation of consumers to alter their buying intentions and remain loyal.Due to the growing number of mobile users,the telecommunication industry is fast growing industry globally.Firms are looking towards dynamic approaches to create sustainability by using different tools beyond profit maximization.This study provides substantial industry insights showing that strong improvement and proper communication of philanthropic and ethical CSR stimulate the motivation of consumers to alter their buying intentions and remain loyal.