Abstract:
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.
