Goods to Good: Effect of Thai Consumers’ Awareness of Corporate Social Innovation (CSI) on the Innovation Adoption Factors, Predictors of Behavioral Intention, and Brand Purchase Intention

Main Article Content

Sora Kaitkanarat
Pacharaporn Kesaprakorn
Rosechongporn Komolsevin
Ratanasuda Punnahitanond

Abstract

This study examined the impact of Corporate Social Innovation (CSI) on the innovation adoption factors (perceived relative advantage (RA) and perceived compatibility (CP)), predictors of behavioral intention (subjective norm (SN), attitude (AT), and perceived behavioral control (BC)), and their purchase intention (PI) among Thai consumers. A total of 480 Bangkok residents aged between 25 to 40 years old were randomly selected. The results through Partial Least Square-Structural Equation Model (PLS-SEM) analysis with a significance level of 0.05 revealed six findings: (1) The awareness of CSI directly influenced the innovation adoption factors (RA and CP), predictors of behavioral intention (SN, AT, and BC), but not on purchase intention, (2) the awareness of CSI indirectly affected purchase intention, as mediated by each of the predictors of behavioral intention (SN, AT, and BC) and as mediated by brand loyalty together with perceived relative advantage, (3) the innovation adoption factors (RA) and attitude directly affected brand equity (perceived quality (Q) and brand loyalty (L)), (4) brand equity (Q) influenced attitude directly, (5) subjective norm and perceived behavioral control directly affected attitude, and (6) all predictors of behavioral intention (SN, AT, and BC) significantly influenced the purchase intention. The results of this CSI study fill the gap in the body of knowledge, and at the same time, create a potential framework for an organization to adopt this CSI practice for the sustainable betterment of both organization and society as a whole.

Downloads

Download data is not yet available.

Article Details

How to Cite
Kaitkanarat, S., Kesaprakorn, P. ., Komolsevin, R. ., & Punnahitanond, R. . (2020). Goods to Good: Effect of Thai Consumers’ Awareness of Corporate Social Innovation (CSI) on the Innovation Adoption Factors, Predictors of Behavioral Intention, and Brand Purchase Intention. Executive Journal, 40(2), 3–18. Retrieved from https://so01.tci-thaijo.org/index.php/executivejournal/article/view/243247
Section
Research Articles

References

Aaker, D. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27-32.

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl, & J. Beckmann (Eds.), Action Control (pp.11-39). Berlin, Heidelberg: Springer. doi:10.1007/978-3-642-69746-3_2

Ajzen, I. (2002). Constructing a TPB questionnaire: Conceptual and methodological considerations. Retrieved September 15, 2018, from https://pdfs.semanticscholar.org/0574/b20bd58130dd5a961f1a2db10fd1fcbae95d.pdf

Alam, S. S., & Sayuti, N. M. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8-20.

Al-Jabri, I. M., & Sohail, M. S. (2012). Mobile banking adoption: Application of diffusion of innovation theory. Journal of Electronic Commerce Research, 13(4), 379-391.

Amaro, S., & Duarte, P. (2015). An integrative model of consumers' intentions to purchase travel online. Tourism Management, 46, 64-79.

Asatryan, R., & Asamoah, E. (2014). Perceived corporate social responsibility (CSR) activities and the antecedents of customer loyalty in the airline industry. Scientific Papers of the University of Pardubice. Series D, Faculty of Economics & Administration, 21(32), 5-17.

Atilgan, E., Aksoy, S., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248. doi: 10.1108/02634500510597283

Atkinson, N. L. (2007). Developing a questionnaire to measure perceived attributes of eHealth innovations. American Journal of Health Behavior, 31(6), 612-621.

Ax, C., & Greve, J. (2017). Adoption of management accounting innovations: Organizational culture compatibility and perceived outcomes. Management Accounting Research, 34, 59-74.

Bianchi, E., Bruno, J. M., & Sarabia-Sanchez, F. J. (2019). The impact of perceived CSR on corporate reputation and purchase intention. European Journal of Management and Business Economics, 28(3), 206-221.

Brown, K. (2018, January 4). 7 Global issues to watch in 2018. Retrieved September 6, 2018, from http://unfoundationblog.org/7-global-issues-watch-2018/

Carrión, G. C., Nitzl, C., & Roldán, J. L. (2017). Mediation analyses in partial least squares structural equation modeling: Guidelines and empirical examples. In Partial Least Squares Path Modeling (pp.173-195). Cham: Springer.

Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. Journal of International Management Studies, 4(1), 135-144.

Chin, W. W. (2010). How to write up and report PLS analyses. In V. E. Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of Partial Least Squares: Concepts, Methods and Applications in Marketing and Related Fields (pp.655-690). Berlin: Springer.

Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Abingdon. England: Routledge.

Costello, A. B., & Osborne, J. (2005). Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis. Practical Assessment, Research, and Evaluation, 10(7), 1-9.

Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. Akron, OH: University of Akron Press.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

Googins, B., & Mirvis, P. (2017, October 10). Innovating for a better world: The rise of Corporate Social Innovation. Retrieved October 1, 2018, from https://www.conference-board.org/blog/postdetail.cfm?post=6497

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). LA: Sage publications.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017a). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.), Thousand Oaks, CA: Sage Publications.

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017b). Mirror, mirror on the wall: A comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616-632.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed A Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-150.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.

Hair, J. F., Sarstedt, M., Pieper, T. M., & Ringle, C. M. (2012). Applications of partial least squares path modeling in management journals: A review of past practices and recommendations for future applications. Long Range Planning, 45(5-6), 320-340.

Han, H., Hsu, L. T. J., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325-334.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.

Herrera, M. E. B. (2015). Creating competitive advantage by institutionalizing corporate social innovation. Journal of Business Research, 68(7), 1468-1474.

Hofstede Insights. (2020). Country comparison: Thailand. Retrieved June 20, 2020, from https://www.hofstede-insights.com/country-comparison/thailand/

Igbaria, M., Iivari, J., & Maragahh, H. (1995). Why do individuals use computer technology? A Finnish case study. Information & Management, 29(5), 227-238.

Iqbal, F., Qureshi, A., Shahid, N., & Khalid, B. (2013). Impact of corporate social responsibility on brand equity (Research project, University of Central Punjab).

Jamira, A., Oktavia, A., & Junaidi, J. (2016). The effect of brand associations toward brand equity and brand loyalty as intervening variable of Honda motorcycle in Jambi city. Paper presented at Malaysia Indonesia International Conference on Economics, Management and Accounting (MIICEMA), Jambi, Indonesia.

Johe, M. H., & Bhullar, N. (2016). To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral control and norms in organic consumerism. Ecological Economics, 128, 99-105.

Karnani, A. (2010). The case against corporate social responsibility. Wall Street Journal, 23(14), 1-5.

Kumar, T. P. (2019). Impact of corporate social responsibility on service performance in mediating effect of brand equity with reference to banks in India. In Corporate Social Responsibility: Concepts, Methodologies, Tools, and Applications (pp. 1421-1432). Hershey, PA: IGI Global.

Lada, S., Harvey Tanakinjal, G., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66-76.

MacVaugh, J., & Schiavone, F. (2010). Limits to the diffusion of innovation: A literature review and integrative model. European Journal of Innovation Management, 13(2), 197-221.

Marquina, P. (2010). The influence of corporate social responsibility on Peruvian’s consumers purchasing behavior. Journal of Leadership, Accountability and Ethics, 8(2), 70-79.

Md Nor, K., Pearson, J. M., & Ahmad, A. (2010). Adoption of internet banking theory of the diffusion of innovation. International Journal of Management Studies (IJMS), 17(1), 69-85.

Mi, C., Chang, F., Lin, C., & Chang, Y. (2018). The theory of reasoned action to CSR behavioral intentions: The role of CSR expected benefit, CSR expected effort and stakeholders. Sustainability, 10(12), 4462.

NASA. (n.d.). Climate change: How do we know?. Retrieved September 5, 2018, from https://climate.nasa.gov/evidence/

Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York, NY: McGraw-Hill.

Pino, G., Amatulli, C., De Angelis, M., & Peluso, A. M. (2016). The influence of corporate social responsibility on consumers' attitudes and intentions toward genetically modified foods: Evidence from Italy. Journal of Cleaner Production, 112(4), 2861-2869.

Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Bönningstedt: SmartPLS.

Rogers, E. M. (1995). Diffusion of innovations (4th ed.). New York, NY: Free Press.

Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York, NY: Free Press.

Sachs, J., Schmidt-Traub, G., Kroll, C., Lafortune, G., & Fuller, G. (2019). Sustainable development report 2019. New York: Bertelsmann Stiftung and Sustainable Development Solutions Network (SDSN). Retrieved December 11, 2019, from https://s3.amazonaws.com/sustainabledevelopment.report/2019/2019_sustainable_development_report.pdf

Singh, K. S., & Islam, M. A. (2017). Validating an instrument for measuring brand equity of CSR driven organizations in Malaysia. Management & Marketing Challenges for the Knowledge Society, 12(2), 237-251. https://doi.org/10.1515/mmcks-2017-0015

United Nations. (2015). The sustainable development goals. Retrieved December 11, 2019, from https://www.un.org/sustainabledevelopment/development-agenda/

Vaccaro, V. L. (2008). Cause marketing partnerships, diffusion of breast cancer awareness & the Komen case. In S, Jones (Ed.), Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008 - proceedings, 9. NSW: University of Wollongong.

Wang, S., Fan, J., Zhao, D., Yang, S., & Fu, Y. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: Using an extended version of the theory of planned behavior model. Transportation, 43(1), 123-143.

We Are Social. (2020). Digital 2020: Global digital overview. Retrieved June 20, 2020, from https://wearesocial.com/digital-2020

Wijaya, B. S. (2012). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73-85.

Wu, H., & Leung, S. O. (2017). Can Likert scales be treated as interval scales?—A simulation study. Journal of Social Service Research, 43(4), 527-532.

Wyman, O. (2012). Rethinking financial innovation: Reducing negative outcomes while retaining the benefits. Retrieved September 5, 2018, from http://www.oliverwyman.com/content/dam/oliver-wyman/v2/publications/2012/apr/Rethinking_Financial_Innovation.pdf

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.

Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.

Yüksel, F. (2016). Factors affecting purchase intention in YouTube videos. Journal of Knowledge Economy & Knowledge Management, 11(2), 33-47.