Neri, Chiara Neri (2021) From Non-profit to Profit. Drivers of Customer Intention to Support Social Enterprises. Bachelor thesis, Global Responsibility & Leadership (GRL).
|
PDF
Final Capstone Project (1).pdf Download (650kB) | Preview |
Abstract
For-profit social enterprises are entering the global market more and more in recent years. This study aimed to examine the drivers of consumers’ intention to support for-profit social enterprises in comparison to the traditional non-profit social enterprises. Notably, we first verified that consumer’s evaluations for non-profit enterprises are more favourable than for for-profit enterprises, suggesting that there is an overall negative assumption of combining for-profit structure with social missions. In light of our theoretical model, we provide empirical evidence that beliefs (perceived, trust, impact and anticipated warm glow) can predict attitudes, and subsequently, attitudes are the strongest predictors for intention to support a social enterprise. Furthermore, we found that perceived trust and anticipated warm-glow were also direct predictors of intention to support. Contrary to previous research in the field, no results were found for a relationship between values and perceived characteristics, besides a significant association between altruistic values and perceived impact for the non-profit enterprise. The findings indicate that further research is needed to comprehend the drivers of consumer intention to support.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Name supervisor: | Unal, A.B. |
| Date Deposited: | 16 Sep 2021 08:45 |
| Last Modified: | 16 Sep 2021 08:45 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/84 |
Actions (login required)
 |
View Item |