Abstract
The effects of corporate social responsibility (CSR) on consumer's attitude and intentions have attracted the attention of the researchers. The examination of the role of CSR green practices on Green Purchase Intension (GPI) and Green Impulse Buying (GIB) has received a little attention. The present study primarily explores this relationship between CSR, GPI, and GIB. The study empirically establishes a relationship between eco-advertising and Ban-on-Plastic (BOP) as CSR green practices, consumer's GPI, subjective norms, and GIB. We examine the mediating role of eco-advertising, BOP, GPI, and moderating role of subjective norms towards GIB in such relationships. The authors find it a key factor that is likely to explain individuals' behaviors that could be explored through a holistic approach to green buying behavior. For this purpose, the present study has utilized data from 479 Chinese consumers and structural equation modelling approach has been used for the analysis. The findings empirically support the Guagnano and Kolter-Zaltman theories partially, i.e., CSR has a direct and positive effect on GIB. Eco-advertising and BOP positively impact GPI. Moreover, while GPI mediates the relationship between CSR green practices and GIB, the moderating role of subjective norms is significant only in GPI-GIB relationship. The study provides a better understanding into GIB, with several implications for green strategies, and opens new research avenues for further investigation in the field of CSR green practices and GIB.