THE MEDIATING ROLE OF ENVIRONMENTAL AWARENESS IN THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON CONSUMER REPURCHASE INTENTION

Abstract

Corporate Social Responsibility is an important tool in announcing the responsibilities that brands undertake while carrying out their production and marketing activities. In particular, brands should adopt various practices aimed at eliminating possible harm to the environment during the production of goods and services subject to consumption, internalize environmental awareness, make announcements through corporate social responsibility activities in the fields of economic responsibility, legal responsibility, ethical responsibility and voluntary responsibility, and influence the consumer's purchasing decisions regarding the brand. It affects positively. In this regard, it can be said that the success of a brand is no longer measured only by its profitability rates, but also by its ability to meet the expectations of society. Scientific studies conducted in recent years show that consumer interest is greater in brands that highlight corporate social responsibility activities. In this study, it was investigated what effect corporate social responsibility activities have on the consumer's repurchase intention towards the brand and whether environmental awareness has a mediating role in this effect. Data was collected from 435 people over the age of 18 living in Istanbul by online survey method.  Convenience sampling method was used when collecting data. Within the scope of the findings, it has been determined that corporate social responsibility activities have a positive effect on consumers' repurchase intention and that environmental awareness has a mediating role in this effect.