Cosmetics and conscience. The impact of human values on CSR perception and ethical purchases: A multi-method approach

Empirical research on corporate social responsibility (CSR) and ethical purchase intention (EPI) has garnered prominence. However, the role of human values in shaping EPI has been overlooked. Thus, we examined the influence of human values on consumers’ EPI through CSR perception, and the moderating role of CSR knowledge on the relationship between human values and CSR perception of cosmetic brands. The data collected from 414 shoppers in Malaysia were analyzed using symmetrical (variance-based structural equation modeling) and asymmetrical (fuzzy-set qualitative comparative analysis, fsQCA) methods. The findings from PLS showed that all direct relationships had significant effects, with the exception that CSR knowledge did not moderate the relationship between conservation value and CSR perception. The results of the FSCA also showed that openness to change, conversation, and CSR perception were essential to producing the suggested outcome. This study–analyzing net effects and complex configurational causal models–offers practical implications for stakeholders seeking to increase customer EPI.