Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty

Green innovation performance deals with the strengthening of organizations for their competence in enhancement green image. Current research examines role corporate social responsibility (CSR) improving sustainable purchase intentions. In addition, it explores mediating roles brand trust and loyalty. It also reveals that how CSR is crucial Pakistan. This uses structural equation model (SEM) analysis technique to investigate linkage between constructs complex model. a self-administrated survey-based questionnaire convenience sampling data collection. The unit buyers from textile clothing brands consisting 373 respondents. findings revealed had beneficial impact on Pakistani purchasers' long-term can be improved by CSR. link CSR, buying intentions, technology partially mediated Brand was identified as possible loyalty, interestingly, modulate intentions well sequential manner. article's will useful academics, specialists, policymakers these provide glimpse into textile, clothing, fashion focus improve performance, highlighting most relevant studies topic showcasing trends gaps field.