The effect of corporate social responsibility activities on consumer purchase intention in mobile food service applications: The intermediation role of brand reputation

Businesses aim to exist in changing market conditions and to differentiate their brands positively from other existing brands. One of the most important elements that allows the brand to survive and compete with other brands is brand reputation. The products and services offered by businesses with good reputations are preferred more by the society. This gives businesses a competitive advantage. Reputation management can be realized through corporate social responsibility activities, the importance of which is increasing day by day. In this study, it is aimed to investigate the effect of corporate social responsibility activities on consumer purchase intention through brand reputation. This effect has been examined within the scope of mobile food service applications. For the analysis of the research, data were obtained from 300 voluntary consumers who use mobile food service applications aged 18 and over, by means of convenience sampling. Structural equation modeling (SEM) was used to examine the effects, which is the purpose of the research. According to the research findings, corporate social responsibility activities do not have a direct effect on consumer purchase intention, the effect of corporate social responsibility activities on consumer purchase intention through brand reputation is strong and significant, the effect of corporate social responsibility activities on brand reputation is strong and positive. It was concluded that the effect on purchase intention was positive and strong. As a result of the research, it has been seen that the brand reputation intermediary variable in corporate social responsibility activities is important in the formation of consumer purchase intention.