1. Nadin ÖZÇELİK Müge YALÇIN
Measuring the Impacts of Corporate Social Responsibility on Consumer Purchase Decision in Turkish Furniture Industry
Nadin ÖZÇELİK
Müge YALÇIN

2. INTRODUCTION
Corporate social responsibility (CSR)strategy has become an important topic in both academic and business world. Firms have started to use CSR strategy to influence consumers (Becker-Olsen, Cudmore, &Hill, 2006; Panwar and Hansen, 2008; European Commission, 2011).

3. Definition of CSR
“For a definition of social responsibility to fully address the entire range of obligations businesses has to society, it must embody the economic, legal, ethical, and discretionary categories of business performance” (Carroll, 1979, pg 499).
CSR “a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis” (E.U. Commission, 2001, p. 6).

4. AIM &IMPORTANCE
Aim: Measure the impacts of corporate social responsibility (CSR) strategies on Y-generation consumers’ purchase decision in Turkish furniture industry.
Importance: Many studies focus CSR in different industries such as telecommunications or forest products industry however no specific focus on furniture industry.

5. Focus: Furniture Industry, WHY?
The main consumer of nature and perceived as having the greatest impact on environment (Bhambri, &Sonnenfeld, 1988; Panwar, Hansen, &Anderson, 2009)
In 2011, furniture industry used 30 thousands m3 of industrial wood per day and 15 million m3 industrial woods per year (TOBB, 2012).
Important position both in global economy and Turkish economy (MÜSİAD, 2012).
End product-end users
BU SLIDE DAN SONRA TR DEKİ FURNITURE INDUSTRY İLE İLGİLİ BİR SLIDE EKLEMEN GEREKİR. NEDEN BU SEKTÖRE ODAKLANDIPINI AÇIKLAYICI…ZIRA CONCLUSION DA DA YINE BU SEKTÖRLE İLGLİ COMMENTLERIN, IMPLICATIONLARIN OLACAK..

6. Focus:Y-Generation, WHY?
(Cone, 2006),
Turkey holds highest rate of young population with 16.6% among other EU countries in 2013
Trustful,
tolerant,
globalized,
social networking consumers support social causes and socially responsible companies (Park, &Gursoy, 2012; Valentine, &Powers, 2013).  
BU SLIDE DAN SONRA TR DEKİ FURNITURE INDUSTRY İLE İLGİLİ BİR SLIDE EKLEMEN GEREKİR. NEDEN BU SEKTÖRE ODAKLANDIPINI AÇIKLAYICI…ZIRA CONCLUSION DA DA YINE BU SEKTÖRLE İLGLİ COMMENTLERIN, IMPLICATIONLARIN OLACAK..

7. Research Design
Sample: Y-generation (undergraduates, graduates, post-graduates and young professionals),
Sample size: 341 people,
Sampling technique: Convenience snowball
Data Collection: Questionnaire, 5 point Likert scale
BU SLIDE DAN SONRA TR DEKİ FURNITURE INDUSTRY İLE İLGİLİ BİR SLIDE EKLEMEN GEREKİR. NEDEN BU SEKTÖRE ODAKLANDIPINI AÇIKLAYICI…ZIRA CONCLUSION DA DA YINE BU SEKTÖRLE İLGLİ COMMENTLERIN, IMPLICATIONLARIN OLACAK..

8. Method Multiple Linear Regression Analysis Factor Analysis ANOVA
Conceptual Framework Hypotheses Development
Factor Analysis
Multiple Linear Regression Analysis
ANOVA

9. Participants’ Demographics
Age
Occupation
Education Level
CUSTOMER LOYAŞTY LERİ CPD OLARAK DEĞİŞTİRELİM
Income

10. Dimensions of CSR X Carroll (1991) Dahlsrud (2008) Economic Legal
Ethic
Philanthropic
Social
Environmental
Source: Developed by the Author, 2015

11. Conceptual Framework (Before Factor Analysis)
NADNCM BURDA CUSTOMER LOYALTY OLARAK GÖZÜKMESN. BİZ AİM OF THE STUDY DE CPD DEDK VE ÖYLE KALSIN. H.POTEZLERİN DE AYNI ŞEKİLDE LOLAYTY DEĞİL CDP. ANCAK FAKTÖR ANALİZİNDEN SONRA BİZ BUNA LOYALTY OLARK İİSM VERMİŞ OLABİLİRZ, ZİRE BAZI SORULAR ATILDI, TRUST GİBİ VB…..DİYE AÇIKLARIZ.
Source: Developed by theAuthor, 2015

12. Hypotheses Development
H1: There is a relationship between economic responsibilities of CSR and consumer purchase decision.
H2: There is a relationship between legal responsibilities of CSR and consumer purchase decision.
H3: There is a relationship between ethical responsibilities of CSR and consumer purchase decision.
H4: There is a relationship between philanthropic responsibilities of CSR and consumer purchase decision.
H5: There is a relationship between social responsibilities of CSR and consumer purchase decision.
H6: There is a relationship between environmental responsibilities of CSR and consumer purchase decision. 
CUSTOMER LOYAŞTY LERİ CPD OLARAK DEĞİŞTİRELİM

13. Corporate Social Responsibility Consumer PurchaseDecision
Factor Analysis
Kaiser Meyer Olkin Measure of Sampling Adequacy.
0,917
Bartlett Test of Sphericity Chi Square
4127,028 df
300
Sig.
,000
Corporate Social Responsibility
Ethic
Legal and Economic Efficiency
Environmental / Green
Voluntarism
Societal
Consumer PurchaseDecision
Customer Loyalty

14. Conceptual Framework (After Factor Analysis)
EVET BU ŞEKİLDE FAKTÖR ANALİZİ SONRASI YENİ DİMENSİONLAR
Source: Developed by the Author, 2015

15. Hypothesis Development
H1: There is a relationship between ethic factor of CSR and customer loyalty.
H2: There is a relationship between legal and economic efficiency factor of CSR and customer loyalty.
H3: There is a relationship between environmental / green factor of CSR and customer loyalty.
H4: There is a relationship between voluntarism factor of CSR and customer loyalty.
H5: There is a relationship between societal factor of CSR and customer loyalty.
H6: There is a significant difference between various demographic groups in terms of CSR perception.

16. Multiple Linear Regression Analysis Results
DependentVariable:CustomerLoyalty
IndependetVariables:
Beta t p
Ethic
0,047
0,681
0,497
Legal and Economic Efficiency
0,175
2,667
0,008*
Environmental/Green
0,076
1,117
0,265
Voluntariness
0,113
1,539
0,125
Societal
0,178
2,504
0,013*
Legal and Economic Efficiency-Societal factors of CSR has an affect on Y-Generation Customer Loyalty

17. Correlation Analysis Results
22,1% CSR factors are able to explain customer loyalty.
Low to medium-correlation
Model R
R Square
Adjusted R Square 1
,470a
,221
,209
LOW MU? MEDIUM A YAKIN ASLINDA, BELKİ BUNU BELİRTMEK İYİ OLUR

18. ANOVA Test Results
H6: There is a significant difference between various demographic groups (Education, Occupation and Income) in terms of CSR perception.

19. ANOVA Test Results CSR-Education Level Factor Education Level N Mean Fp
Ethics
Undergraduates and lower degrees
192
3,9852
3,904
0,021
Graduate Students 50
4,1133
Postgraduate Students and Higher Degrees 87
4,2337
Legal and Economic Efficiency
4,0095
7,38
0,001
Graduate Studendts
4,2133
4,3257
AANOVALRA İÇİN GENEL YORUMUM: SIGNIFICANT CIKMAYANLARI TABLO DA GÖSTERME, SÖZLÜ OLARAK SIGNIFICANT ÇIKMADIKLARINI BU NEDENLE TABLODA GÖSTERİLMEDİĞİNİ İFADE ETERSEN DAHA İYİ OLUR. HEM FAZLA TABLO VE RAKAMLAR İYİ GÖZÜKMÜYOR.SIGNIFICANT ÇIKANLARI DA YİNE NEDEN NİÇİN OLABİLİR BU FARK GİBİ YORUMLUYORSUN DEĞİLMİ? REGRESSİON ANALİZİNDE DE ÖYEL. SLAYTTA YAZMANA GEREK YOK TABİİ AMA TABLOLARI İYİ YORUMLAMAN GEREKİR.

20. ANOVA Test Results CSR-Occupational Groups Factor Occupation N Mean F
Ethics
Students
183
3,9800
5,993
0,003
Both students and employees 73
4,3105
Employees 67
4,0846
Legal and Economic Efficiency
4,0310
4,901
0,008
4,3037
4,2065
BU OKEY

21. ANOVA Test Results CSR-Occupational Groups Factor Occupation N Mean F
Environmental / Green
Students
183
4,0055
3,836
0,023
Both students and employees 73
4,3105
Employees 67
3,9900
Societal
3,7060
3,103
0,046
3,7863
3,4716

22. CONCLUSION CSR has an affect on consumer purchase decision,
CSR perception depends on culture (Hofstede 1986);
Developing country vs Developed country
Education matters in CSR (Cone, 2006; Furlow, 2011; Too, Bajracharya, 2015)
BUNLAR FINDINGLER VE ZATEN TABLO LARI AÇIKLARKEN SÖZLÜ İFADE EDİLECEK. CONCLUSIONDA SENİN YORUMLARIN, CONTRİBUT,ONLARIN GEREKLİ…BU BULGULARA GÖRE. SUNUMUN EN ÖNEMLİ KISMLARINDAN BİRİ !!!!!
NEDEN BU ŞEKİLDE ÇIKMIŞ OLABİLİR PEKİ BUNUN NE GİBİ İMPLİCATİONLARI VAR SEKTÖRE VE AKADAMİK ÇALIŞMALARA VB????

23. SUGGESTIONS
Collaboration between industry and university in Y-Generation CSR education
Practices on university campuses
Certified furniture products education,
BUNLAR FINDINGLER VE ZATEN TABLO LARI AÇIKLARKEN SÖZLÜ İFADE EDİLECEK. CONCLUSIONDA SENİN YORUMLARIN, CONTRİBUT,ONLARIN GEREKLİ…BU BULGULARA GÖRE. SUNUMUN EN ÖNEMLİ KISMLARINDAN BİRİ !!!!!
NEDEN BU ŞEKİLDE ÇIKMIŞ OLABİLİR PEKİ BUNUN NE GİBİ İMPLİCATİONLARI VAR SEKTÖRE VE AKADAMİK ÇALIŞMALARA VB????