Mediating effects of Brand CSV and CSR on Chinese consumers' perception of SDGs, brand satisfaction, and purchase intention behavior

Lee, LWY, Wu, CX and Renwick, DWS ORCID: https://orcid.org/0000-0001-6819-5746, 2025. Mediating effects of Brand CSV and CSR on Chinese consumers' perception of SDGs, brand satisfaction, and purchase intention behavior. In: Academy of International Business Asia Pacific 2025 Conference, Foreign Trade University, Hanoi, Vietnam, 9=12 December 2025. (Forthcoming)

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Abstract

This study examines the mediating effects of Brand Creating Shared Value (CSV) and Corporate Social Responsibility (CSR) on Chinese consumers' perceptions of Sustainable Development Goals (SDGs), brand satisfaction, and purchase intentions. As consumers become increasingly engaged in sustainability issues, understanding how brands align their values with societal needs is crucial. We investigate how specific SDGs influences consumer attitudes and behaviors and the importance of integrating sustainability into branding strategies for enhanced value creation. For international firms aiming to strengthen their foothold in the China market, effectively communicating their commitment to relevant SDGs is essential for gaining the trust and acceptance of Chinese consumers.

Item Type:	Conference contribution
Creators:	Lee, L.W.Y., Wu, C.X. and Renwick, D.W.S.
Date:	1 July 2025
Identifiers:	Number Type 2463920 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	07 Jul 2025 11:32
Last Modified:	07 Jul 2025 11:32
URI:	https://irep.ntu.ac.uk/id/eprint/53892

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