Considering the current environmental and social issues, CSR is becoming an important topic. Companies that implement CSR practice have an additional competitive advantage, at the same time they are competing in the market by selling products, so it is important to know how to influence the purchase intention of green products. In the master's thesis, we investigated the influence of CSR attitudes, past purchase experiences of green products and perceived value (emotional, social and functional) on purchase intention. Based on the existing literature, we created a conceptual model and set up hypotheses with defined variables. We collected quantitative data through online surveys and analysed using the Smart PLS program. We found that CSR attitudes have a greater influence on perceived values than past purchase experiences. The latter also affects the purchase intention. While attitude does not have a direct influence on purchase intention, it only influences it indirectly through emotional and social perceived value. Both perceived values also influence purchase intention, while functional perceived value has no influence on purchase intention in the presence of the direct influence of attitude in the considered model. The latter affects it only if attitudes do not disrupt the connection between the functionally perceived value and the purchase intention. It is important for the academic and business spheres to be aware of the complexity of the influence on the purchase intention of green products. In addition, to consider the importance of raising consumer awareness of CSR through companies' CSR practices. The more consumers will have knowledge about CSR, the more influence the studied variables will have on purchase intention, the more they will support and participate in caring for the environment and society.
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