Özet:

Even if are established for the purpose of gaining profit, they have responsibilities against society. In other words, the community is expecting certain major responsibilities from the enterprises to be carried out. In this context, tend to meet their customers’ expectations by implementing social responsibility projects. On the other hand, are also aimed at influencing their purchasing behavior by gaining the confidence of customers within the framework of their social responsibility projects. Therefore, the purpose of this study is to study the role of trust in the mediation in the impact of customer’s perceptions of social responsibility on the intention of buying. In order to identify the relationship between the aforementioned concepts, the research was carried out on 313 people who received a master's degree in a foundation university. In the study, questions were asked through a leading company known in the Turkish automotive market and the research results show that the impact of social responsibility on the intention to purchase is the full instrument of confidence and emphasizes the importance of confidence.

Özet:

Although organizations are founded to gain profit, they also have responsibilities towards the society. In other words, individuals expect from the organizations to accomplish some major responsibilities towards the society.In this respect, organizations try to respond to that call by doing various social acts that will create beneficial outcomes for the overall society. On the hand, organizations also aim to shape consumers’ purchasing behavior by gaining trust through these activities. Therefore, this study investigates the mediating role of trust within the relationship between perceived social responsibility and purchase intention. With this aim, 313 graduate students of a private university were approached to collect data and to analyze the proposed relationships between the constructs. Data have been collected by mentioning a well-known market leader car manufacturer and results of the study indicate that trust fully mediates the relationship between perceived corporate social responsibility and purchase intention, thus emphasizing the importance of trust in company-consumer relationships.

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