CSR, Brand Awareness, and Consumer Trust: Evidence from IKEA
Abstract
This study examines how corporate social responsibility (CSR) and brand awareness influence consumer purchase intention, using IKEA as a case study. Survey data from 476 respondents were analyzed through hierarchical regression. Results show that both CSR and brand awareness positively affect purchase intention and consumer trust. Trust also acts as a mediator and moderator, highlighting its central role in linking CSR and branding efforts to consumer behavior. The findings emphasize that while CSR and brand visibility attract interest, authentic trust is essential for converting it into purchase action.
How to Cite This Article
Pin-Yi Li (2025). CSR, Brand Awareness, and Consumer Trust: Evidence from IKEA . International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE), 6(5), 314-317. DOI: https://doi.org/10.54660/.IJMRGE.2025.6.5.314-317