The Role of Corporate Social Responsibility in The Relationship among Brand Image, Customer Engagement, and Sustainable Purchase Intention Derrick Xi (a), Celine Praistia Gunawan (b), Adelina Proboyo (c*)
a), b), c) School of Business and Management, Petra Christian University
Siwalankerto 121-131
*adelina[at]petra.ac.id
Abstract
This research investigated the factors influencing sustainable purchase intention in IKEA^s operations in Indonesia as an emerging market, focusing on the interplay between brand image, corporate social responsibility, and customer engagement. The study aimed to provide insights on aligning economic goals with environmental and social responsibilities to influence consumer decisions in the context of sustainable furniture retailing. The furniture industry has a significant impact on society and the environment-from resource consumption and manufacturing to disposal-making it a critical subject for sustainability research, especially as rising concerns push companies toward adopting sustainable practices. Throughout this research, a quantitative approach was employed, utilizing questionnaires distributed only to people who have visited IKEA^s retail outlets in Indonesia and have used IKEA^s furniture products for the past six months. The researchers have identified a positive direct impact of corporate social responsibility on sustainable purchase intention. However, corporate social responsibility fails to moderate the impact of brand image on customer engagement and sustainable purchase intention in the furniture industry. This research offers valuable insights into sustainable retail strategies, contributing to the understanding of how furniture retailers should focus on promoting their corporate social responsibility initiatives to drive consumers^ purchase intention while addressing environmental, social, economic, and ethical concerns.
