The Impact of Corporate Social Responsibility Initiatives of Multina-tional Enterprises on Consumer Purchase Intentions and the Influence of Consumer Ethnocentrism

This study examines the impact of Corporate Social Responsibility (CSR) initiatives of Mul-tinational Enterprises (MNEs) on purchase intentions of Sri Lankan consumers. An online self-administered questionnaire was sent to 183 consumers of MNE products in Sri Lanka to obtain responses, while statistical techniques in the form of correlation analysis, the Sobel test, and the moderator regression analysis were used in the data analyses.Out of the three hypotheses established, H1 and H2 were accepted while H3 was rejected. In other words, sufficient evidence was established to accept a positive relationship between CSR initiatives of MNEs and consumer purchase intentions, and also consumer awareness mediated the above relationship. However, there was insufficient evidence to accept that consumer ethno-centrism moderated the relationship between consumer awareness of CSR and consumer purchase intentions.The study helps to advance the Theory of Social Identity, which underpins the study, while also advancing the constructs of CSR, consumer awareness of CSR, consumer ethnocen-trism, and consumer purchase intentions by attempting to extend related literature that has used this theory and variables. MNEs in Sri Lanka engage in a surfeit of CSR initiatives, with rather limited knowledge of its impact. Therefore, the study has implications for man-agers of MNEs to aid in understandingthe attitudes and awareness of CSR of Sri Lankan consumers so that they can use CSR as a strategic tool in their marketing activities.