Title: Mediators of the effect of corporate social responsibility on product uptake: insights from the insurance sector in Harare, Zimbabwe

Authors: Lovemore Chikazhe; Farirayi Jecha; Brighton Nyagadza; Thomas Bhebhe; Josphat Manyeruke

Addresses: Chinhoyi University of Technology (CUT), Chinhoyi, Zimbabwe ' Chinhoyi University of Technology (CUT), Chinhoyi, Zimbabwe ' Marondera University of Agricultural Sciences & Technology (MUAST), Marondera, Zimbabwe ' Chinhoyi University of Technology (CUT), Chinhoyi, Zimbabwe ' Chinhoyi University of Technology (CUT), Chinhoyi, Zimbabwe

Abstract: Factors influencing product uptake are critical in emerging markets especially within the services industry. Thus, the study's major objective was to examine the factors that influence product uptake within the insurance sector where the uptake process is not easy in the absence of other factors like corporate social responsibility, product awareness and corporate image. Through a cross-sectional survey, data were collected from 225 Zimbabwean insurance industry workers. The findings indicate that corporate social responsibility, product awareness and corporate image directly influence product uptake. Moreover, the findings show that both corporate image and product awareness play a significant role in mediating the effect of corporate social responsibility on product uptake within the insurance sector. The current study extends previous works within the field of services marketing domain in emerging markets by incorporating product awareness and corporate image as mediators of the effect of corporate social responsibility on product uptake.

Keywords: corporate image; corporate social responsibility; CSR; product awareness; product uptake; Zimbabwe.

DOI: 10.1504/IJBEM.2022.126586

International Journal of Business and Emerging Markets, 2022 Vol.14 No.4, pp.435 - 453

Received: 05 May 2022
Accepted: 20 Jul 2022
Published online: 28 Oct 2022 *

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