Evaluating and Measuring the Structural Models of Consumer Behavior Constructs with an Emphasis on the Variables of Corporate Social Responsibility, Self-Congruity and Purchase Intention

Nowadays, due to lack of knowledge on the impact of corporate social responsibility on self-congruity and purchase intention, companies have failed to develop marketing strategies in order to add to the values created through corporate social responsibility. Obviously, it is considered a basic requirement for companies to enjoy corporate social responsibility in order to develop trade in the country, enter the international markets, and be a member of organizations such as the World Trade Organization. Therefore, due to the importance of the issue, this study aims to evaluate and measure the structural models with an emphasis on the variables corporate social responsibility, self-congruity and purchase intention. This is an applied research in terms of goal and a descriptive survey based on structural equation modeling (SEM) in terms of method. The data collection tool has been a standard questionnaire the validity of which was confirmed using the supervisors, specialists and management experts’ views and the reliability of which was obtained by Cronbachʹs alpha index as 93%, which included basic and specialized research questions to assess the measurement models of the research. The research data were obtained from the questionnaires distributed among all consumers of automobiles in the city of Isfahan. The collected data were analyzed using SPSS18 and AMOS20. The results show that the constructs corporate social responsibility, self-congruity, purchase intention have proper fitness.