THE EFFECT OF CSR PERCEPTION TOWARDS STUDENT CONSUMER PURCHASING INTENTION ON PERSONAL CARE FMCG: A CROSS-COUNTRY STUDY BETWEEN THE NETHERLANDS AND INDONESIA

• Main Author: Daneera Nadia Himawan, Bhrissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80847
• Institution: Institut Teknologi Bandung

This paper is a cross-country study between the Netherlands and Indonesia on how CSR perception of student consumers could affect their purchase intention on Personal Care FMCG with (a) country and (b) price sensitivity as moderators, benchmarking Caroll’s (1991) CSR priority pyramid and Visser’s (2008) developing country CSR priority pyramid, and aims to be a guideline for Personal Care FMCG companies in shaping their CSR programs targeted to students in both developed and developing countries. 187 samples were finalized, and 67.4% are 18-21-year-old students— making the results reflected upon younger generations. Result shows that (a) Student CSR Perception affect Personal Care FMCG Purchase Intention in both countries, (b) no country moderation affects the relationship between Student CSR Perception and Personal Care FMCG Purchase Intention, (c) little to no difference in CSR Perception in between countries, (d) different CSR priority list compared to each country’s respective CSR priority pyramid, and (e) no price sensitivity moderation that affects the relationship of Student CSR Perception and Personal Care FMCG Purchase Intention. The result concluded that younger generations from developing countries like Indonesia have gone through development through technological advancements and information dissemination that enable them to receive and respond to developed country notions, gradually equalizing their CSR perspectives. Moreover, the result also claims that both Dutch and Indonesian student consumer has Legal and Ethical Responsibility as their most expected company CSR programs.