BRAND TRUST AS A MODERATOR IN THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY (CSR) ON CONSUMER PURCHASE INTENTIONS: A CASE STUDY ON NORTH AFRICAN COUNTRIES

Abstract

This study examines the interplay between Corporate Social Responsibility (CSR), Brand Trust, and Consumer Purchase Intentions (CPI) in North African countries. Through a mixed-method approach combining quantitative surveys and qualitative interviews, the research investigates the influence of CSR initiatives on consumer behavior and the moderating role of Brand Trust. Quantitative analysis reveals a significant positive relationship between CSR and CPI, indicating that consumers are influenced by companies' CSR practices when making purchasing decisions. Additionally, higher levels of Brand Trust are associated with increased CPI, highlighting the importance of trust-building efforts in driving favorable consumer outcomes. The study further demonstrates that Brand Trust moderates the relationship between CSR and CPI, suggesting that cultivating trust with consumers enhances the impact of CSR initiatives on purchase intentions. These findings contribute to a deeper understanding of consumer behavior in North African markets and provide actionable insights for businesses seeking to leverage CSR and Brand Trust to drive positive purchasing outcomes.