Study Finds High Online Purchasability for Companies Committed to CSR
- Companies that prioritise CSR and make their website more user-friendly and transparent will win the trust of online shoppers.
- Japanese are more likely to trust foreign brands that are socially and environmentally responsible.
Researchers from the Chungnam National University in South Korea have recently conducted a study among Japanese and South Korean online consumers, which examined how corporate social responsibility (CSR) and user-friendly shopping experience impact their purchasing behaviour.
According to the study, if a company supports CSR activities such as sustainability and addressing environmental issues, its products are more appealing to consumers. Combined with a great online shopping experience, this can increase purchase frequency or how often people buy products online.
READ MORE: What is CSR? Corporate Social Responsibility Meaning, Types, and Benefits
There are also cultural differences, says the study, which involved 1,033 online shoppers in these two countries. South Koreans love shopping online more than the Japanese. Still, the latter support CSR activities and feel more comfortable buying a foreign brand committed to CSR, which they might otherwise hesitate to purchase.
CSR plays a constructive role in building trust among shoppers buying from foreign companies. In Japan, foreign companies that support CSR are more likely to win the support and trust of consumers there.
READ MORE: Report: Young Thais Prefer Environmentally Responsible Workplaces
Assistant Professor Ha K yung Lee from Chungnam National University, said: "When consumers find it simple to shop online, they are more likely to purchase global products. In fact, CSR initiatives significantly strengthen this link between online purchasability and purchase frequency.
“Japanese consumers, CSR cues likely helped reconcile their positive perceptions of online shopping with their hesitancy to engage, making the influence of social contributions on purchasing behavior stronger in Japan than in South Korea.
“Over time, CSR could become a standard feature in global e-commerce, helping bridge the digital divide and making online shopping accessible to more people.”
To learn more about the study, click here.
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Source: Chungnam National University
