Abstract To better understand how CSR influences consumers’ purchase intention, this study built a model including CSR, motivation attributions, consumers’ purchase intention, consumers’ altruistic tendency and CSR-CA beliefs, and tested it through questionnaire method. The results show that CSR not only has direct positive influence on consumers’ purchase intention, but also has indirect influence on it through motivation attributions; the influence of CSR on motivation attributions is positively moderated by consumers’ altruistic tendency; and the relationship of motivation attributions and consumers’ purchase intention is negatively moderated by CSR-CA beliefs.
2016, Vol. 13 
