Consumers as the Choice Agents in the Context of Social Enterprise

  • 阮 俊玉

Student thesis: Master's Thesis

Abstract

In contemporary world companies are facing increasing pressure from consumers to be socially responsible Hence research on socially responsible companies is necessary for their development In this research we particularly focus on social enterprises; those are companies that consider social welfare or environmental protection their priority instead of making profit Despite of the long appearance of social entrepreneurship in academia more than twenty years there is little research on consumers’ attitude toward and motivation to participate in social entrepreneurial activities This research therefore adopts models of agency and perceived consumer effectiveness to explain for consumers’ attitude toward organization and product and their purchase intention in the context of social enterprises Besides corporate type was adopted to examine consumers’ preference for cause-related products The result indicates that perceived consumer effectiveness fill the gap between consumers’ ability to participate and their participating behaviors Moreover consumers are posited to have favorable attitude for social enterprise over general corporation This preference also creates a halo effect that reduces the importance of product quality in consumers’ attitude toward organization and product and purchase intention Finally it is conjoint model of agency not disjoint model of agency and perceived consumer effectiveness not empathy that matter in explaining consumers’ attitude toward organization and product as well as purchase intention
Date of Award2015 Aug 12
Original languageEnglish
SupervisorJu-Faye Kao (Supervisor)

Cite this

Consumers as the Choice Agents in the Context of Social Enterprise
俊玉, 阮. (Author). 2015 Aug 12

Student thesis: Master's Thesis