THE IMPACT OF DIGITAL SOCIAL RESPONSIBILITY ON BRAND LOVE, BRAND EVANGELISM, AND BUYING INTENTION IN GREEN PRODUCTS: A MEDIATED ANALYSIS

Tóm tắt

This study aims to investigate the influence of digital social responsibility (DSR) on consumer behavior, particularly in the context of green product purchasing. Specifically, it examines the mediating roles of brand love and brand evangelism in shaping buying intention for environmentally friendly products. To assess the proposed theoretical framework, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze data from 304 respondents, ensuring a rigorous evaluation of the hypothesized relationships. The findings indicate a significant positive relationship between DSR and buying intention, with brand love and brand evangelism acting as mediating variables. These results underscore the crucial role of digital social responsibility in fostering emotional connections (brand love) and encouraging proactive advocacy (brand evangelism), ultimately driving consumer commitment to green product purchases. This study provides valuable insights for businesses aiming to enhance consumer buying intention for green products through strategic implementation of digital social responsibility initiatives.