The role of corporate social responsibility and corporate image in shaping responsible sports consumption intentions
DOI:
https://doi.org/10.47197/retos.v83.118436Keywords:
Corporate social responsibility (CSR), corporate image, sustainable consumption, environmental awareness, emerging economiesAbstract
Introduction: The concept of social responsibility and sustainable corporate image has gained in-creasing relevance in recent years, particularly in the face of climate change and the growing demand for responsible consumption.
Objective: to examine the role of Corporate Social Responsibility and corporate image in shaping responsible Sports consumption intentions in Chile.
Methodology: An online survey was conducted with 465 consumers, and the data were analyzed using the structural equation modeling approach (PLS-SEM).
Results: The findings reveal that corporate image exerts a stronger influence on responsible purchase intention compared to Corporate Social Responsibility, while Corporate Social Responsibility significantly impacts the perception of corporate image.
Discussion: These results advance theoretical understanding by showing how Corporate Social Responsibility indirectly fosters responsible consumption through image building, particularly in emerging economies.
Conclusions: From a practical standpoint, the study provides actionable insights for organizations seeking to design effective sustainability strategies, strengthen consumer trust, and promote environmentally responsible behaviors. By addressing this gap, the research highlights the importance of integrating Corporate Social Responsibility and corporate image as key drivers for promoting sustainable practices and consumer behavior in underrepresented regions.
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