The Study of Corporate Social Responsibility Perception on Consumer Loyalty in Thai Organic Livestock Commodity

Main Article Content

Jittra Punroob
Nantawan Leamprecha
Adisak Chotitumtara


The purpose of the study aims to investigate external or internal factors such as CSR in process practices and consumer perceived value, which affect to consumer loyalty toward organic livestock commodity in Bangkok. Quantitative data was collected by survey method with structured questions which only targeted to organic consumers in organic shops. Data were analyzed based on validated 400 set of questionnaires and analyzed by mean and standard deviation analysis method using SPPS 13 for Windows statistical data package. The multiple regressions were used to examine the postulated hypotheses. The findings indicate that external or internal factors components affect the consumer loyalty toward Thai organic livestock commodity in Bangkok. CSR in process practices and consumers perceived valuevariable that affected the most. The companies of Thai organic livestock commodity should consider consumer loyalty toward organic livestock commodity. In addition, Entrepreneurshouldplanmarketingstrategies, allocate marketinginvestmentandfocusonCSR-in- processpractices and consumer perceived value firstandgive thehighestprioritytobuild the consumerloyalty try to promote an effective marketing strategy to make the differentiation from their competitor in terms of CSR in process practices and consumers perceived value and then get more advantage in the market competition of organic livestock commodity.


Download data is not yet available.

Article Details

Research Articles
Author Biography

Jittra Punroob, Doctor of Philosophy Program in Business Administration, Faculty of Business,

Faculty of Business Administration and Liberal Arts Rajamangala University of Technology Lanna Nan, 55000, Thailand


Aaker, D. A. (1991). Managing brand equity: capitalizing on the value of a brand name. New York: The Free Press.

Aaker, D. A. & Biel, A. (1992). Building strong brands. Hillsdale, NJ: Lawrence Erlbaum Associates.

Akinci,S. ; Kiymalioglu, A. & Inana, E. A. (2015). How golf players’ satisfaction from golf experience predicts their loyalty intentions? Mediating role of perceived value. International Journal of Culture, Tourism and Hospitality Research. 9, 117-132.

Allameh, S. M. ; Pool, J. K. ; Jaberi, A. ; Salehzadeh, R. & Asadi, H. (2015). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics. 27, 191-207.

Arıkan, E. & Güner, S. (2013). The impact of corporate social responsibility, service quality and consumer-company identification on consumers. Procedia - Social and Behavioral Sciences. 99, 304-313.

Baldinger, A. L. & Rubinson, J. (1996). Brand loyalty: the link between attitude and behavior. Journal of Advertising Research. 36, 22– 34.

Bourdeau, L. B. (2005). A new examination of service loyalty, identification of the antecedents and outcomes of additional loyalty framework. Doctoral Thesis. Florida, Florida University.

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika. 16, 297-334.

Green, T. & Peloza, J. (2011). How does corporate social responsibility create value for customers?. Journal of Consumer Marketing. 28, 48-56.

Harris, L. C. & Goode, M. H. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing. 80, 139-158.

Hongvoranant, G. (2012). Social responsibility: strategy and opportunity for businesses in dynamic society of developing country. Dhurakit Bundit Journal of Communication Arts. 2, 83-112.

Jacoby, J. & Kyner, D.B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research. 1, 1-9.

Jimenez J. D. (2014). Knowledge management practices for corporate social responsibility: a family business perspective. Proceedings of the European Conference on Knowledge Management. 1, 198-204.

Jung, H. J. ; Lee, Y. ; Kim, H. J. & Yang, H. (2014). Impacts of country images on luxury fashion brand: facilitating with the brand resonance model. Journal of Fashion Marketing & Management. 18, 187-205.

Kaur, H. & Soch, H. (2013). Mediating roles of commitment and corporate image in the formation of consumer loyalty. Journal of Indian Business Research. 5, 33-51.

Keller, K. L. (2008). Strategic brand management: building, measuring, and managing brand equity (3nd ed.). Pearson Education: Prentice Hall.

Kotler, P.R. (1997). Marketing management: analysis, planning, implementation, and control, 9th ed., Prentice-Hall, Upper Saddle River, NJ.

Kim, J. ; Song, H. ; ChoongKi, L. & JinYoung, L. (2017). The impact of four CSR dimensions on a gaming company's image and consumers' revisit intentions. International Journal of Hospitality Management. 61, 73-81.

Kingphadung, K. & Choothian, W. (2017). Challenges of HACCP implementation in agricultural food products in Thailand. International Journal of Geomate. 12 (30), 102-108.

Kotler, P. & Lee, N. (2005). Corporate social responsibility: doing the most good for your company and your cause. Hoboken, NJ: John Wiley & Sons.

Mandhachitara, R. & Poolthong, Y. (2011). A model of customer loyalty and corporate socialresponsibility. Journal of Services Marketing. 25, 122 – 133.

Mandhachitara, R. & Poolthong, Y. (2011). A model of customer loyalty and corporate socialresponsibility. Journal of Services Marketing, 25(2), 122 – 133.

Marakanon, L. & Panjakajornsak, V. (2016). Developing and examining a model of perceived quality, perceived value and perceived risk affecting consumer loyalty of environmentally-friendly electronic products. Pertanika Journal of Social Science and Humanities. 24, 1481-1501.

Morsing, M. & Perrinin, F. (2009). CSR in SMEs: Do SMEs matter for the CSR agenda?. Business Ethics: A European Review. 18, 1-6.
Mustonen, N. ; Karjaluoto, H. & Jayawardhena, C. (2016). Consumer environmental values and their contribution to loyalty in industrial markets. Business Strategy and the Environment. 25, 512-528.

Narathip, (2009). Tesco Lotus in Thailand. Retrieved from /essays /Tesco-Lotus-In-Thailand-267944.html

Oliveira, E. R. (2010). The importance of knowledge management in corporate social responsibility and the effects on the consumers - Presenting the Case of Cafes Delta. Proceedings of the European Conference on Knowledge Management. 830-835.

Oliver, R.L. (1999). Whence consumer loyalty?. Journal of Marketing. 63, 33-44.

Oliver, R. ; Rust, R. & Varki, S. (1997).Customer delight: foundations, findings, and managerial insight. Journal of Retailing. 73, 311-36.
Ostrowski, P.L. ; O'Brien, T. & Gordon, G. (1993). Service quality and customer loyalty in the commercial airline industry. Journal of Travel Research. 32, 16-24.

Parasuraman, A. (1997). Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science. 25,154‐61.

Pérez, A. (2015). Corporate reputation and CSR reporting to stakeholders: Gaps in the literature and future lines of research. Corporate Communications: An International Journal. 20, 11-29.

Phairuang, W. ; Hata, M. & Furuuchi, M. (2017). Influence of agricultural activities, forest fires and agro-industries on air quality in Thailand. Journal of Environmental Sciences. 52, 85-97.

Pérez, A. & Bosque, I. R. (2015). Corporate social responsibility and consumer loyalty: exploring the role of identification, satisfaction and type of company. Journal of Services Marketing. 29,15-25.

Rivera, J. J. ; Bigne, E. & Curras-Perez, R. (2016). Effects of corporate social responsibility perception on consumer satisfaction with the brand. Spanish Journal of Marketing – ESIC. 20(2), 104-114.

Sangren, S. (1999). A Simple solution to nagging questions about survey. Sample Size and Validity. 1999-0101.

Sundrum, A. (2001). Organic livestock farming: A critical review. Livestock Production Science. 67(3), 207-215.

Sohn, S. ; Seegebarth, B. & Moritz, M. (2017). The impact of perceived visual complexity of mobile online shops on user's satisfaction. Psychology & Marketing. 34, 195-214.

Sung, J. ; Kim, J. K. ; Jung, I. S. & Kim, K. J. (2016). Corporate social responsibility of the media. Information Development. 32, 554-565.
Suki, N. M. (2017). Green products usage: structural relationships on consumer satisfaction and loyalty. International Journal of Sustainable Development and World Ecology. 24, 88-95.

Tung, V. W. S. ; Chen, P.-J. & Schuckert, M. (2017). Managing customer citizenship behaviour: The moderating roles of employee responsiveness and organizational reassurance. Tourism Management. 59, 23-35.

Willer, H. & Kilcher, L. (2012). The world of organic agriculture. Statistics and Emerging Trends 2012. IFOAM, Bonn, and FiBL, Frick.
Yaseen, N. ; Tahira, M. ; Gulzar, A. & Anwar, A. (2011). Quality and customer loyalty on brand profitability and purchase intention: a resellers’ view. Interdisciplinary Journal of Contemporary Research in Business. 3, 833-839.

Yoo, J. & Park, M. (2016). The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research. 69, 5775-5784.

Udomkun, P. ; Wiredu, A. N. ; Nagle, M. ; Muller, J. ; Vanlauwe, B. & Bandyopadhyay, R. (2017). Innovative technologies to manage aflatoxins in foods and feeds and the profitability of application - A review. Food Control. 76, 127-138.

Zanoli, R. ; Baehr, M. ; Botschen, M. ; Laberenz, H. ; Naspetti, S. & Thelen, E. (2004). The european consumer and organic food. Organic Marketing Initiatives and Rural Development: Vol. 4, Aberystwyth, UK.