A STUDY ON THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY PERFORMANCE ON CONSUMER PURCHASE DECISIONS: A CASE OF THE PHARMACEUTICAL INDUSTRY
คำสำคัญ:
Corporate Social Responsibility Performance, Consumer Purchasing Decisions, The Pharmaceutical Industryบทคัดย่อ
This study explores the impact of Corporate Social Responsibility (CSR) performance on consumer purchasing decisions in the pharmaceutical industry, particularly in the context of global health crises. Grounded in CSR theory, we formulated and tested hypotheses regarding the direct influence of CSR performance (X) on purchasing decisions (Y) and the mediating role of consumer perception (M). A structured questionnaire was developed, assessing four dimensions of CSR performance: service quality, brand image, product quality, and welfare policies. A pre-survey of 120 questionnaires yielded 115 valid responses, demonstrating strong reliability (Cronbach's alpha > 0.7). In the formal survey, 390 questionnaires were distributed, resulting in 376 valid responses after excluding 80 respondents under 18 years, leading to a final sample size of 296. Descriptive analysis revealed a diverse demographic, with a significant portion holding a bachelor's degree or higher and a balanced income distribution. Statistical analyses, including regression and mediation analysis, indicated that CSR significantly influences purchasing decisions, particularly through brand image (p < 0.001) and welfare policies (p = 0.002). Furthermore, CSR was found to reduce consumers' risk perception (p < 0.001) and enhance quality perception, fostering trust in brands. The mediation analysis confirmed that both risk and quality perceptions significantly mediate this relationship (p < 0.01). In conclusion, CSR performance not only directly impacts consumer purchasing behavior but also enhances perceptions of product safety and quality, highlighting the importance of a strong CSR image for building brand credibility.
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