Examining Consumer Purchase Intentions in China Through Entrepreneurial Endorsement and Corporate Social Responsibility Marketing: A Stakeholder Theory Perspective

Literature Review

The purpose of this literature review is to synthesize and critically analyze the existing research on CSR marketing. It also explores the impact of CSR marketing on consumer behavior, particularly the role of entrepreneurial endorsement. The authors outline the theoretical frameworks that underpin this area of study, summarize relevant research findings, discuss current trends and developments, identify knowledge gaps, and evaluate the practical implications of CSR marketing.

Stakeholder theory serves as a central pillar in the CSR marketing domain, advocating for a holistic approach to business management that considers the interests of all stakeholders (Freeman, 2010). This theory posits that a firm’s survival and success are contingent on the support and cooperation of various stakeholders, including consumers, employees, suppliers, and the local community. In the context of CSR marketing, this theory emphasizes the necessity for companies to engage in socially responsible actions that are aligned with the expectations and needs of these stakeholders.

A multitude of studies have investigated the connection between CSR and consumer behavior. Hsieh (2014) highlighted the significance of CSR in consumers’ purchase-decision processes, identifying it as a determinant of purchase intentions. Wang et al. (2021) corroborated this notion by demonstrating that consumers’ perceptions of a company’s CSR efforts significantly influence their willingness to buy the brand’s products. These findings align with previous research that underscores the pivotal role of CSR in shaping consumer attitudes and behaviors.