The impact of corporate social responsibility on consumers purchase intentions of Apple

Name: Hanyuan Xu

keyword: Independent Study

ThaSH: Decision making

Classification :.DDC: 658.83

; corporate social responsibility

ThaSH: Marketing -- Decision making

; consumer purchase intentions

ThaSH: Marketing

; Apple Inc

ThaSH: Green marketing

; environmental sustainability

; ethical labor practices

; recycled materials

; brand ethics

; community engagement

; carbon emissions

Abstract: The study examines the impact of Apple Inc.’s Corporate Social Responsibility (CSR) initiatives on consumer purchase intentions. CSR has become a strategic priority for companies in modern business, particularly in the technology sector, where firms like Apple operate. The integration of CSR initiatives into business practices aims to influence consumer trust and foster brand loyalty. This research seeks to identify the key determinants of Apple’s CSR initiatives that affect consumer purchase intentions, assess how specific CSR actions impact consumer perceptions of brand ethics, and explore how Apple’s efforts in environmental sustainability, ethical labor practices, community engagement, carbon emission reduction, and use of recycled materials influence purchase behavior. A quantitative research design was employed, and data were collected through an online survey questionnaire distributed to a diverse sample of Apple consumers, resulting in 1,917 valid responses. The survey measured consumer awareness of Apple’s CSR activities and their impact on purchase intentions. Correlation and regression analyses were conducted using SPSS to explore the relationships between CSR initiatives, perceived brand ethics, and purchase decisions. The findings of the research indicated a substantial positive relationship between Apple’s Corporate Social Responsibility (CSR) initiatives and consumer purchase intentions. Among the CSR elements, ethical labor practices emerged as the most influential, accounting for 58.5% of the variance in perceived brand ethics. Moreover, environmental sustainability and efforts toward carbon emissions reduction played critical roles in shaping consumer purchase intentions. These results underscore the increasing importance consumers place on ethical and environmental considerations, particularly within the technology sector, where CSR initiatives serve not only as a compliance measure but as a strategic driver of consumer loyalty and competitive advantage. The study concludes that Apple’s comprehensive CSR strategy, particularly its focus on ethical labor practices and environmental sustainability, plays a crucial role in shaping consumer perceptions and driving purchase intentions. For companies in the technology industry, integrating robust CSR activities is essential for fostering consumer trust, loyalty, and ensuring a long-term competitive advantage.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Qiu Chao

Role: Advisor

Created: 2567

Modified: 2025-05-16

Issued: 2568-05-16

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DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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