Entrepreneurship and Sustainability Issues is a peer-reviewed journal which publishes original research papers and case studies

Purpose: The purpose of this paper is to examine how the perception of CSR influences different aspects of consumer behaviour, specifically focussing on the antecedents of perceived value, customer support and loyalty. Design/methodology/approach: A total of 418 completed responses were obtained and provided the data to analyse and test the hypothesised research model. To test the hypotheses, structural equation modelling using PLS was employed. Findings: Findings reveal that customer awareness of the current CSR initiatives to different stakeholder groups significantly influences their perceptions of what social initiatives are actually undertaken by firms for their economic, legal, ethical and philanthropic responsibility. In addition, customer views of what firms actually do in respect to social initiatives are significantly related to their level of CSR expectations. This indicates that the customers will always expect more from banks compared to what they actually do. Surprisingly, CSR perception is not directly related to customers’ loyalty, which contradicts the majority of previous studies indicating that CSR perception influences consumer behaviour. Originality/value: This study provides an original contribution to the CSR body of knowledge, especially for developing countries where the awareness level is low. It also provides a deep understanding of the influence of CSR into consumer behaviour, as it investigates the influence of the full construct of CSR into customer loyalty. Finally, the study investigated the relationship between the perception and the expectation of CSR; this relationship has been neglected in previous studies, where either CSR perceptions or CSR expectations have been examined separately.

Due to increasing competition in the private hospital sector in Saudi Arabia, the organizations need to adopt the new ways to foster the brand loyalty and repeated visits. In this context, content marketing may have pleasant effects on a business in terms of customer engagement, trust and loyalty. The present research attempts to investigate the multi-dimensional relationships among content marketing, loyalty, trust and customer engagement in the private hospital sector using primary data collected through a questionnaire from 400 randomly selected respondents. A simple random sampling technique is utilized to select the patients or their family members visiting the private hospital to have their perception regarding hypothesized variables. The findings indicate that content marketing has a positive impact on the factors like customer engagement, trust and loyalty. In comparison, content marketing is found more effective in persuading the loyalty of the customers in comparison of trust and loyalty. Further, the customers’ trust towards a brand has a strong positive relationship with the loyalty. Moreover, the positive effect of customer engagement on the trust has also been found. Based on the results, this study suggests that the private healthcare institutions should adopt a multi-channel content marketing approach to exploit its maximum benefit. Multiple social media platforms and popular healthcare blog sites should be chosen for an effective content marketing advertisement.

This study aims to investigate the phenomenon of over-ordering behavior in social dining as a significant contributor to food waste, utilizing an integrated conceptual model that combines the theory of planned behavior (TPB) and the norm activation model (NAM) with the moderating role of Mianzi. A total of 583 responses collected through an online survey are analyzed using partial least squares–structural equation modeling (PLS-SEM). The findings reveal that awareness of consequences and ascription of responsibility positively influence personal norm, while personal norm negatively affects consumers’ attitude towards over-ordering. Furthermore, attitude, subjective norm, and perceived behavioral control (PBC) are positively and significantly associated with over-ordering behavior. Notably, Mianzi moderates the relationship between personal norms and attitude. These findings contribute to a deeper understanding of the factors influencing consumers’ over-ordering behavior and provide valuable insights for addressing food waste in social dining contexts. The study’s limitations are discussed, and future research directions are suggested to advance the field of food waste reduction.