Is Green Web Experience Effective in Building Awareness for Corporate Social Responsibility and Driving Repurchase Intention?

Yulia Hamdaini Putri (Universitas Sriwijaya)
Hera Febria Mavilinda (Universitas Sriwijaya)
Mohamad Adam (Universitas Sriwijaya)
Isni Andriana (Universitas Sriwijaya)
Muchsin Saggaff Shihab (Universitas Bakrie)

Jurnal Organisasi Dan Manajemen
Vol. 20 No. 2 (2024)

Purpose – The purpose of this study is to understand, analyze, and prove the behavior of consumers during the process of browsing websites. It also intends to increase awareness about the social responsibility activities of companies. Methodology – The respondents were 200 skincare users, aged 17 to 40 years, and visited the company website to shop for products labeled Go Green. The sample size was determined using the snowball sampling method while the hypotheses developed were tested through the application of the structural equation model. Findings – The results showed that the awareness of social responsibility partially mediated the relationship between the green web experience and repurchase intention. Originality – This The study bridges the gap between digital platforms and their influence on CSR awareness, which is not yet widely explored.