The Mediating Role of Perceived Social Performance on the Relationship between Perceived Environmental Performance and Purchase Intention

초록

Existing research frequently explores the economic benefits of perceived environmental performance (PEP) and perceived social performance (PSP) as distinct elements. However, understanding their interplay is essential for clarifying the mechanisms that shape consumer perceptions and drive purchasing decisions. This understanding is particularly critical in the context of growing concerns about greenwashing and CSR-washing practices. In this study, we examine the mediating role of PSP in the relationship between PEP and Purchase Intention (PI). Using a survey of 300 respondents, we analyzed consumer perceptions of a fictitious brand making strong environmental claims. Our findings demonstrate a halo effect, where PEP positively influences PSP, which, in turn, mediates the relationship between PEP and PI. Moreover, our comparative analysis between Asian and European participants reveals significant regional differences in the mediating effect of PSP and the strength of the PEP-PI relationship. This study highlights the importance of understanding the interaction between PEP and PSP in shaping consumer behavior and underscores the need for enhanced regulatory frameworks and consumer education. The findings contribute to the broader discourse on corporate social responsibility and consumer psychology, offering practical insights for policymakers.

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