The Effect of the Corporate Social Responsibility of Franchise Coffee Shops on Corporate Image and Behavioral Intention

Abstract

This study investigated the effects of the corporate social responsibility (CSR) of franchise coffee shops on their corporate image and their customers’ behavioral intention. From 5 October 2017 to 26 October 2017, a total of 300 survey questionnaires were distributed, out of which 285 were analyzed. Accordingly, among the dimensions of CSR, only the economic, discretionary, and legal responsibilities had significant effects on corporate image. Moreover, corporate image had a significant effect on customers’ behavioral intention. Therefore, the CSR of franchise coffee shops is an important antecedent of corporate image, while corporate image is an important antecedent of behavioral intention. With respect to the pyramid of CSR, economic responsibilities should be first fulfilled prior to other social responsibilities. In addition, CSR programs will become the core task of corporate sustainable management because CSR can potentially influence consumers to have a positive behavioral intention and can result in product preferences by conveying a particular corporate image.