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The impact of CSR and green consumption on consumer satisfaction and loyalty: moderating role of ethical beliefs

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Abstract

The present study introduces an innovative conceptual framework for analyzing the influence of corporate social responsibility and green consumption on customer satisfaction and loyalty. The study employed a quantitative methodology, wherein data was gathered through face-to-face surveys from a sample of 329 participants in Pakistan during the period from November 2022 to February 2023. The collected data was subsequently subjected to analysis using partial least squares structural equation modeling (PLS-SEM). The results demonstrate that corporate social responsibility (CSR) has a significant and positive impact on consumer satisfaction, which subsequently serves as a significant predictor of loyalty. The research findings indicate a significant correlation between consumers’ ethical beliefs, specifically idealism and relativism, and their engagement in green consumption. Furthermore, it is observed that green consumption positively influences consumer satisfaction. Additionally, the research revealed that the variables of idealism and relativism do not exert a moderating influence on the association between corporate social responsibility (CSR) and consumer satisfaction. The results underscore the significance of managers directing their attention towards cultivating more robust customer relationships through the prioritization of satisfaction within their corporate social responsibility (CSR) initiatives. This study aimed to assess a theoretical framework that delineates the fundamental connections between corporate social responsibility (CSR), green consumption, consumer satisfaction, and loyalty. While prior research has predominantly concentrated on corporate viewpoints and employee attitudes towards CSR, this research sought to fill the gap by examining the aforementioned relationships from a consumer perspective.

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Data Availability

The data presented in this study are available on request from Sohail Ahmad.

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Funding

This research was supported by the Key Project of the National Social Science Foundation of China (21AGL014).

Author information

Authors and Affiliations

  1. Research Institute of Business Analytics and Supply Chain Management, College of Management, Shenzhen University, Shenzhen, 518060, China

    Sohail Ahmad, Muhammad Irfan Shakir & Qingyu Zhang

  2. College of Business Administration, Al-Yamamah University Riyadh, Riyadh, Kingdom of Saudi Arabia

    Afshan Azam

  3. College of Economics and Finance, Jiangsu University, Zhenjiang, China

    Shahid Mahmood

  4. Government College of Management Sciences, Mardan, Pakistan

    Zaheer Ahmad

Authors
  1. Sohail Ahmad
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  2. Muhammad Irfan Shakir
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  3. Afshan Azam
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  4. Shahid Mahmood
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  5. Qingyu Zhang
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  6. Zaheer Ahmad
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Contributions

Data curation, Sohail Ahmad; funding acquisition, Qingyu Zhang; investigation, Sohail Ahmad; methodology, Sohail Ahmad, Afshan Azam, and Shahid Mahmood; software, Sohail Ahmad, Muhammad Irfan Shakir, and Zaheer Ahmad; supervision, Qingyu Zhang; writing—original draft, Sohail Ahmad; writing—review and editing, Sohail Ahmad and Qingyu Zhang.

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Correspondence to Qingyu Zhang.

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The study was conducted in accordance with the Declaration of Helsinki and approved by the Ethics Committee of Shenzhen University (Oct. 20, 2022).

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Ahmad, S., Shakir, M.I., Azam, A. et al. The impact of CSR and green consumption on consumer satisfaction and loyalty: moderating role of ethical beliefs. Environ Sci Pollut Res 30, 113820–113834 (2023). https://doi.org/10.1007/s11356-023-29930-7

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