The influence of corporate social responsibility information transparency on the consumption of green agricultural products on digital platforms

ABSTRACTCompanies' information transparency on online platforms is important for online customers. However, determining what key social responsibility information to make available is challenging for firms. In terms of green product transactions online, whether corporate social responsibility (CSR) transparency affects online green purchase willingness remains unclear. Therefore, this study investigates the influence of CSR information transparency on the online consumption of green agricultural products. Data were collected from a sample of 562 Chinese online consumers and the structural equation modelling method was used. The results show that both dimensions of CSR transparency had a positive effect on consumers' online identification and online green purchase willingness. In addition, consumers' online identification positively affected their online green purchase willingness. These findings can guide agricultural enterprises in determining what social responsibility information to reveal and be of practical importance in encouraging enterprises to pursue social sustainability on digital platforms.KEYWORDS: Corporate social responsibilitytransparencyonline identificationonline green purchase willingnessdigital platforms Disclosure statementNo potential conflict of interest was reported by the author(s).Data availability statementThe data that support the finding of this study are available from the corresponding author upon reasonable request.Additional informationFundingThis research was funded by the Major program of National Social Science Foundation of China (22&ZD082), the Social Science Foundation of Guangdong Province (D22CGL18) and 'Overseas Famous Scholars' Project of Guangdong Province in 2022.