The Mediating Role of Social And Environmental Responsibility in The Relationship Between Material Values, Consumer Cynicism and Product/Service Quality

Çağla Pınar UTKUTUĞ

doi:https://doi.org/10.15659/ppad.14.2.230

Makale detayları

The Mediating Role of Social And Environmental Responsibility in The Relationship Between Material Values, Consumer Cynicism and Product/Service Quality

Yazarlar:

Çağla Pınar UTKUTUĞ

Yayıncı:

Pazarlama ve Pazarlama Araştırmaları Derneği

Ana Başlıklar:

Yönetim

Dergi:

Pazarlama ve Pazarlama Araştırmaları Dergisi 2021 Vol.14 Issue 2, pp.213-237

Belge Tipi:

Makale

Yayın Tarihi:

5/2021

Belge Dili:

İngilizce

Document ID (Org No.):

2000583777

Sıklık:

Üç Yıllık

eISSN:

2547-9601

DOI:

https://doi.org/10.15659/ppad.14.2.230

Özet:

 

This paper aims to analyze the mediating role of corporates’ social and environmental responsibility in the relationship between material values, consumer cynicism, and product/ service quality. In the present study, data related to 16 popular clothing brands were gathered by means of a questionnaire filled out by 805 young consumers. Findings revealed that material values encourage positive evaluations of perceived product/ service quality with the mediating role of corporates’ social and environmental responsibility, whereas cynicism leads to negative appraisals of product/ service quality without the mediating role of social and environmental responsibility. This study provides important contributions to the marketing literature because this model has sustained the elaborative understanding of consumer reactions at the product level and at the corporate and industry levels.

 

This paper aims to analyze the mediating role of corporates’ social and environmental responsibility in the relationship between material values, consumer cynicism, and product/ service quality. In the present study, data related to 16 popular clothing brands were gathered by means of a questionnaire filled out by 805 young consumers. Findings revealed that material values encourage positive evaluations of perceived product/ service quality with the mediating role of corporates’ social and environmental responsibility, whereas cynicism leads to negative appraisals of product/ service quality without the mediating role of social and environmental responsibility. This study provides important contributions to the marketing literature because this model has sustained the elaborative understanding of consumer reactions at the product level and at the corporate and industry levels.

Makale detayları

The Mediating Role of Social And Environmental Responsibility in The Relationship Between Material Values, Consumer Cynicism and Product/Service Quality

Yazarlar: Çağla Pınar UTKUTUĞ

Yayıncı: Pazarlama ve Pazarlama Araştırmaları Derneği

Ana Başlıklar: Yönetim

Dergi: Pazarlama ve Pazarlama Araştırmaları Dergisi 2021 Vol.14 Issue 2, pp.213-237

Belge Tipi: Makale

Yayın Tarihi: 5/2021

Belge Dili: İngilizce

Document ID (Org No.): 2000583777

Sıklık: Üç Yıllık

eISSN: 2547-9601

DOI: https://doi.org/10.15659/ppad.14.2.230

Sayı

Yazarlar:

Çağla Pınar UTKUTUĞ

Yayıncı:

Pazarlama ve Pazarlama Araştırmaları Derneği

Ana Başlıklar:

Yönetim

Dergi:

Pazarlama ve Pazarlama Araştırmaları Dergisi 2021 Vol.14 Issue 2, pp.213-237

Belge Tipi:

Makale

Yayın Tarihi:

5/2021

Belge Dili:

İngilizce

Document ID (Org No.):

2000583777

Sıklık:

Üç Yıllık

eISSN:

2547-9601

DOI:

https://doi.org/10.15659/ppad.14.2.230