Influence of corporate social responsibility and green product innovation on retailer equity of IKEA PH shoppers in Metro Manila, Philippines - A moderated mediation model of perceived customer loyalty and green trust

• Main Authors: Asencion, Nova Grace S., Borral, Jolina R., Bulaclac, Ayessa Allen A., Tan, Faith Ann Miguel L.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Retail trade—Philippines; Social responsibility of business—Philippines; Green products—Philippines; Customer loyalty—Philippines; Business Administration, Management, and Operations; Business Law, Public Responsibility, and Ethics
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/139; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1134/viewcontent/In_uence2_of_Corporate_Social_Responsibility_and_Green_Product_Inn.pdf
• Institution: De La Salle University

To defy the changes in the competitive market, IKEA Philippines should uphold a competitive position to maintain its standing in the industry by coping with the technology, trends, and demand of retail consumers. It is notable that IKEA Philippines continues to prosper despite operating for less than a year as of writing. Given this, the company should carefully consider and analyze its strategies to be able to handle the ever-changing trends in the retail industry. The researchers aim to answer the main problem, “What is the impact of Corporate Social Responsibility (CSR) and Green Product Innovation (GPI) on Retailers’ Equity (RE) of IKEA Philippines while being moderated and mediated by Perceived Customer Loyalty (PCL) and Green Trust (GT), respectively?” The researchers have gathered the information needed across generations to understand the relationship between the investigated variables. The researchers used descriptive statistics, correlation analysis, and PLS-SEM to measure and identify the relationship between the constructs. Research findings show that high GPI could result in high equity of retail companies and a high correlation between CSR and GPI towards RE. Moreover, PCL would result in higher profitability and equity due to consumers’ trust in the company’s green attributes. As long as IKEA PH is committed to innovating its products with economic concerns in mind, retailer equity is attained. Theoretical and managerial recommendations are also provided.