CSR’s Impact on Fashion Consumer Behaviour: Unravelling the Nexus between Purchase Intention and Consumer Happiness
Pedro Cuesta-Valiño, Pablo Gutiérrez-Rodríguez, Ricardo Villarreal de Silva, Blanca García-Henche
Keywords:
consumer happiness, purchase intention, CSR, sustainability, fashion
Abstract:
Many organisations are managing sustainability issues and learning how to enhance stakeholder engagement. However, few studies have addressed the influence of consumer happiness on the relationship between corporate sustainability and consumer behaviour. Therefore, this study examines the impact of corporate social responsibility (CSR) on purchase intention, with consumer happiness serving as a moderating variable. Consistent with the literature, CSR and consumer happiness are measured as multidimensional constructs, and purchase intention is measured as a single-factor latent variable. These results suggest that CSR and consumer happiness are positively correlated with purchase intention. Furthermore, consumer happiness moderates the relationship between CSR and purchase intention. These findings have implications for the academic domain and fashion industry.
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 CSR’s Impact on Fashion Consumer Behaviour: Unravelling the Nexus between Purchase Intention and Consumer Happiness [PDF file] [Filesize: 467.79 KB]
 10.7441/joc.2025.02.06
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., Villarreal de Silva, R., & García-Henche, B. (2025). CSR’s impact on fashion consumer behaviour: Unravelling the nexus between purchase intention and consumer happiness. Journal of Competitiveness, 17(2). https://doi.org/10.7441/joc.2025.02.06
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