Resumo

RANGEL-LYNE, Lucirene; HINOJOSA-LOPEZ, Jessica Ivonne  e  SIERRA-MORAN, Johana Cristina. Influence of the Corporate Social Responsibility Image and Millennial Purchase Intention. Investig. adm. [online]. 2022, vol.51, n.129, 00006.  Epub 21-Fev-2022. ISSN 2448-7678.  https://doi.org/10.35426/iav51n129.06.

The aim of this paper is to analyze the effects of altruism and the credibility of the CSR image´ perceptions on the purchase intention. The method consisted of an analysis of structural equations with a sample of 309 university students. Our findings suggest that, when CSR communications are perceived as legitimate, the consumer creates an altruistic and credible perception that promotes a CSR image, predicting the millennial purchase intentions. The originality consists in presenting an analysis of the millennial generation, who are socially responsible consumers. The main limitation is the inclusion of university millennials from a single university.

Palavras-chave : Altruism; Credibility; Image of Corporate Social Responsibility; Purchase Intention; Ecuadorian Millennial; M14; M31; C30.

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