Driving forces of repurchasing social enterprise products
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 21 June 2021
Issue publication date: 5 January 2022
Abstract
Purpose
This paper aims to use utilitarian benefits, hedonic benefits and corporate social responsibility to influence the consumer’s sense of brand identity and brand trust in social enterprise products and, thus, favourably affect repurchase intention.
Design/methodology/approach
This study dispatched 430 questionnaires in Taiwan. The top six social enterprises in the organic food industry in Taiwan that accounted for 84.0% of total green organic stores and they were selected for field investigation. This study used structural equation modelling.
Findings
The main path indicates that corporate social responsibility has a largely positive effect going through brand identity and brand trust, and then affecting the decision to repurchase. Therefore, the image of` corporate social responsibility was the greatest driving force. The secondary path indicated that utilitarian benefits positively affected brand identity and brand trust, which, in turn, positively affected repurchase intention. Therefore, utilitarian benefits were the secondary driving force of repurchasing social enterprise products.
Practical implications
This study indicates that social enterprises need to carry out effective corporate social responsibility to create a sense of strong brand trust in consumers’ minds. Empirical results can benefit social marketers for their product launches and promotions. Social enterprises can realize consumer differentiation preferences. With the effective grasp the information of consumer perception, the social marketers can turn passive into active and catch the marketing opportunities by the brand identity and trust to the content of the marketing programs design.
Originality/value
The novelty of this study is to propose an identity-repurchase intention (IRI) model, based on consumer information processing lens and self-congruency theory, to investigate the social enterprise perspective.
Keywords
Acknowledgements
Author contributions: Conceptualization, Hsueh-Ling Wu, Tser Yieth Chen and Bo Heng, Chen; methodology and formal analysis, Hsueh-Ling Wu and Tser Yieth Chen; investigation and resources, Bo Heng Chen; writing – original draft preparation, Hsueh-Ling Wu, Tser Yieth Chen and Bo Heng Chen; writing – review and editing, Hsueh-Ling Wu and Tser Yieth Chen.
Funding details: There is no any funding source in this study.
Conflict of interest disclosure statement: As for conflict of interest, the authors declare no conflict of interest.
Data availability statement: There is not data set associated with this paper.
Ethical approval: This article does not contain any studies with human participants or animals performed by any of the authors.
Patent consent statement: The authors agree the patent consent statement to follow the policy of Canadian Journal of Administrative Science.
Permission to reproduce material from other sources: The authors agree the permission to reproduce material from other sources to follow the policy of Service Industrial Journal.
Clinical trial registration: This article does not contain any clinical trial affairs to human or animal.
Citation
Wu, H.L., Chen, T.Y. and Chen, B.H. (2022), "Driving forces of repurchasing social enterprise products", Journal of Business & Industrial Marketing, Vol. 37 No. 2, pp. 447-460. https://doi.org/10.1108/JBIM-08-2020-0381
Publisher
:Emerald Publishing Limited
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