The Interactions of CSR, Self-Congruity and Purchase Intention among Chinese Consumers

This research aimed to identify the influence of Chinese consumers’ beliefs about dimensions of corporate social responsibility (CSR) on self-congruity and their purchase intentions in the fashion industry. We examined the relationship between four dimensions of CSR (i.e., economic, legal, ethical, philanthropic) and purchase intention and hypothesised that basic responsibilities such as economic and legal responsibility affected purchase...