How do CSR and perceived ethics enhance corporate reputation and product innovativeness?

Figures & data

Table 1. Source of measures.

Constructs	Number of items	Sources
Customer related CSR (CST)	5	Swaen et al. (2021)
Employee and supplier related CSR (ENS)	7	Swaen et al. (2021)
Environment and community related CSR (ENC)	9	Swaen et al. (2021)
Ethics (ETH)	4	Amoako et al. (2021)
Corporate reputation (CRP)	3	Newburry (2010)
Product innovativeness (INN)	5	Rindfleisch and Moorman (2001)
Brand equity (BEQ)	4
Customer trust (CTR)	3	Gurviez and Korchia (2002)

Source: Authors Drawing.

Figure 1. Framework of study.

Source: Authors Drawing.

Table 2. Descriptive statistics.

		Frequency	Percent
Gender	Female	178	43%
	Male	240	57%
	Total	418	100%
Age	20–30 years	149	36%
	31–40 years	168	40%
	41–50 years	67	16%
	51 and above	34	8%
	Total	418	100%
Education	Undergraduate	103	25%
	Graduate	173	41%
	Post graduate	85	20%
	Others	57	14%
	Total	418	100%

Source: Authors’ estimation.

Table 3. Measurement model results.

Variables	Items	Factor loadings	Cronbach’s alpha	Composite reliability	AVE
Customer related CSR (CST)	CST1	0.703	0.726	0.717	0.555
	CST2	0.782
	CST3	0.699
	CST4	0.710
	CST5	0.720
Employee and supplier related CSR (ENS)	ENS1	0.721	0.787	0.716	0.629
	ENS2	0.777
	ENS3	0.721
	ENS4	0.722
	ENS5	0.756
	ENS6	0.722
	ENS7	0.730
Environment and community related CSR (ENC)	ENC1	0.767	0.771	0.710	0.604
	ENC2	0.708
	ENC3	0.711
	ENC4	0.695
	ENC5	0.794
	ENC6	0.749
	ENC7	0.779
	ENC8	0.707
	ENC9	0.750
Ethics (ETH)	ETH1	0.770	0.783	0.692	0.566
	ETH2	0.797
	ETH3	0.731
	ETH4	0.797
Corporate reputation (CRP)	CRP1	0.798	0.774	0.710	0.593
	CRP2	0.718
	CRP3	0.746
Product innovativeness (INN)	INN1	0.722	0.742	0.711	0.579
	INN2	0.749
	INN3	0.758
	INN4	0.799
	INN5	0.705
Brand equity (BEQ)	BEQ1	0.725	0.747	0.736	0.601
	BEQ2	0.739
	BEQ3	0.746
	BEQ4	0.723
Customer trust (CTR)	CTR1	0.798	0.797	0.709	0.649
	CTR2	0.788
	CTR3	0.777

Source: Authors’ estimation.

Table 4. Results of loadings and cross loadings.

Variable	CST	ENS	ENC	ETH	CRP	INN	BEQ	CTR
Customer related CSR (CST)	0.703	0.364	0.367	0.428	0.441	0.342	0.443	0.392
	0.782	0.323	0.316	0.432	0.324	0.340	0.334	0.408
	0.699	0.436	0.373	0.355	0.304	0.432	0.313	0.366
	0.710	0.399	0.409	0.317	0.449	0.412	0.429	0.348
	0.720	0.315	0.395	0.336	0.305	0.349	0.410	0.431
Employee and supplier related CSR (ENS)	0.364	0.721	0.421	0.439	0.358	0.338	0.404	0.398
	0.371	0.777	0.362	0.321	0.340	0.353	0.406	0.337
	0.412	0.721	0.396	0.301	0.332	0.301	0.371	0.321
	0.345	0.722	0.336	0.378	0.322	0.311	0.415	0.358
	0.376	0.756	0.413	0.345	0.398	0.320	0.358	0.394
	0.342	0.722	0.400	0.328	0.441	0.397	0.435	0.383
	0.351	0.730	0.323	0.394	0.359	0.388	0.447	0.374
Environment and community related CSR (ENC)	0.390	0.398	0.767	0.412	0.319	0.314	0.323	0.438
	0.410	0.350	0.708	0.421	0.442	0.313	0.391	0.313
	0.337	0.415	0.711	0.357	0.387	0.312	0.443	0.300
	0.356	0.448	0.695	0.402	0.444	0.367	0.423	0.343
	0.403	0.444	0.794	0.340	0.408	0.408	0.347	0.324
	0.422	0.373	0.749	0.346	0.442	0.401	0.306	0.311
	0.315	0.335	0.779	0.353	0.394	0.327	0.399	0.429
	0.431	0.423	0.707	0.404	0.418	0.382	0.417	0.325
	0.311	0.322	0.750	0.368	0.335	0.321	0.433	0.414
Ethics (ETH)	0.310	0.399	0.384	0.770	0.431	0.345	0.336	0.307
	0.303	0.421	0.360	0.797	0.319	0.406	0.376	0.366
	0.369	0.321	0.355	0.731	0.388	0.378	0.376	0.316
	0.415	0.433	0.370	0.797	0.414	0.425	0.361	0.436
Corporate reputation (CRP)	0.363	0.382	0.340	0.400	0.798	0.447	0.432	0.341
	0.424	0.355	0.310	0.430	0.718	0.420	0.438	0.352
	0.403	0.351	0.418	0.386	0.746	0.417	0.442	0.367
Product innovativeness (INN)	0.386	0.351	0.412	0.402	0.415	0.722	0.430	0.391
	0.319	0.400	0.330	0.422	0.319	0.749	0.338	0.380
	0.343	0.328	0.419	0.390	0.366	0.758	0.353	0.325
	0.400	0.359	0.368	0.446	0.310	0.799	0.314	0.395
	0.364	0.339	0.375	0.397	0.402	0.705	0.436	0.369
Brand equity (BEQ)	0.401	0.411	0.320	0.442	0.347	0.324	0.725	0.366
	0.352	0.372	0.305	0.425	0.333	0.421	0.739	0.371
	0.416	0.415	0.310	0.316	0.385	0.314	0.746	0.390
	0.382	0.448	0.429	0.396	0.333	0.356	0.723	0.328
Customer trust (CTR)	0.408	0.333	0.396	0.327	0.447	0.377	0.388	0.798
	0.370	0.321	0.310	0.348	0.332	0.328	0.370	0.788
	0.446	0.322	0.317	0.402	0.421	0.425	0.323	0.777

Note: Bold values significant at 5%.

Source: Authors’ estimation.

Table 5. Discriminant validity Fornell-Larcker criterion.

	CST	ENS	ENC	ETH	CRP	INN	BEQ	CTR
CST	0.745
ENS	0.514	0.793
ENC	0.551	0.550	0.777
ETH	0.597	0.543	0.491	0.753
CRP	0.597	0.556	0.588	0.546	0.770
INN	0.531	0.566	0.586	0.514	0.569	0.761
BEQ	0.498	0.566	0.550	0.574	0.520	0.597	0.775
CTR	0.524	0.589	0.563	0.573	0.556	0.505	0.542	0.806

Note: Bold values significant at 5%.

Source: Authors’ estimation.

Table 6. Results of HTMT ratio of correlations.

	CST	ENS	ENC	ETH	CRP	INN	BEQ	CTR
CST
ENS	0.577
ENC	0.695	0.694
ETH	0.723	0.680	0.705
CRP	0.700	0.702	0.698	0.687
INN	0.660	0.699	0.575	0.677	0.615
BEQ	0.704	0.622	0.637	0.583	0.651	0.690
CTR	0.647	0.609	0.746	0.667	0.630	0.685	0.676

Source: Authors’ estimation.

Table 7. Predictive power of construct.

	R-square	Q-square
CRP	0.264	0.125
INN	0.108	0.040
BEQ	0.156	0.088
CTR	0.086	0.055

Source: Authors’ estimation.

Table 8. Results of path coefficients.

Hypothesised path	Path coefficient	C.R.	P-value	Remarks
CRP ← CST	0.198	9.325	***	Supported
CRP ← ENS	0.215	5.092	***	Supported
CRP ← ENC	0.164	5.436	***	Supported
CRP ← ETH	0.247	5.449	***	Supported
BEQ ← CRP	0.169	9.908	***	Supported
INN ← CRP	0.185	7.236	***	Supported
CTR ← CRP	0.228	5.904	***	Supported
BEQ ← INN	0.096	7.744	***	Supported
CTR ←INN	0.214	6.547	***	Supported

*** Level of significance (1% i.e., 0.01).

Source: Authors’ estimation.

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