Asian Journal of Management Studies (AJMS) http://repo.lib.sab.ac.lk:8080/xmlui/handle/susl/3275 2026-04-21T05:44:31Z 2026-04-21T05:44:31Z Management Studies, Faculty of http://repo.lib.sab.ac.lk:8080/xmlui/handle/susl/3320 2023-02-01T10:21:19Z 2022-12-31T00:00:00Z

Editorial Board Management Studies, Faculty of

2022-12-31T00:00:00Z Aslam, M.S.M. http://repo.lib.sab.ac.lk:8080/xmlui/handle/susl/3319 2023-02-01T10:18:08Z 2022-12-31T00:00:00Z

Editorial Note Aslam, M.S.M.

2022-12-31T00:00:00Z Management Studies, Faculty of http://repo.lib.sab.ac.lk:8080/xmlui/handle/susl/3318 2023-02-01T10:15:52Z 2022-12-31T00:00:00Z

CONTENTS Management Studies, Faculty of

2022-12-31T00:00:00Z Arachchi, H.A.D.M. http://repo.lib.sab.ac.lk:8080/xmlui/handle/susl/3317 2023-02-01T10:11:31Z 2022-12-31T00:00:00Z

The Impact of Perceived Corporate Social Responsibility (PCSR) on Purchase Intention across Multi Generations (Generation X AND Y) Arachchi, H.A.D.M. Although the effect of generation on perceived corporate social responsibility, purchase intention and brand trust is not well documented, and theoretical explanations have been inconsistent. Thereby, drawing on the theory of planned behaviour and generation cohort theory, the current study attempts to examine the direct relationship of perceived corporate social responsibility to purchase intention, mediating effect of brand trust, and the moderating effect of generation X and Y. Stratified random sampling was used to select the sample, and the final sample consisted of 392 individual consumers. The data was analyzed using partial least square - structural equation modelling (PLS-SEM). Perceived corporate social responsibility to brand trust and brand trust to purchase intention relationship was significant. Further, brand trust is the partial mediator and generation X and Y are significant moderators. Finally, the study makes a major theoretical contribution and suggests that managers, social and practitioners establish further research opportunities.

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