Table 2. Scale refinement Indicators...

Table 2.

Scale refinement

Indicators	Standardized loading
Brand Attitude (BA) (α = 0.918; CR = 0.939; AVE = 0.754)
Adapted from (ef065Wagner et al., 2009; ef053Pradhan et al., 2016; ef026Ferrell et al., 2019; ef066Wang et al., 2019)
In general, my feelings toward (retail brand represented in the scenario) are…
Very unfavourable/very favourable	0.866*
Very bad/very good	0.889*
Very unpleasant/very pleasant	0.886*
Very positive/very negative (Inversely presented and reverse coded)	0.872*
Very unlikeable/very likeable	0.827*
Very undesirable/very desirable	0.824*
Purchase intention (PI) (α = 0.898; CR = 0.917; AVE = 0.533)
Adapted from (Suki et al., 2016; Yu et al., 2021; Arachchi, 2022)
Consider [the name of the company] the first choice to buy my items	0.583*
Do more business with this company in the next few years	0.516*
I am willing to buy a product at this store if quality and price are similar with another store	0.526*
I would recommend a product of this store to other people (Item eliminated in the pre-test phase)	0.510*
I would continue to shop at this store rather than competing stores	0.583*
The likelihood that I would pay for (or continue buying) [the name of the company]’s product is high	0.514*
My willingness to buy (or continue buying) [the name of the company]’s product is very high	0.511*
In the near future, I would consider purchasing (or continuing buying) [the name of the company]’s product	0.519*
Perceived corporate social responsibility (PCSR) (α = 0.926; CR = 0.938; AVE = 0.578) Adapted from [Bianchi et al., 2019]
Perceived CSR: the retail brand
…treats employees very well	0.980*
…is socially responsible	0.533*
…returns some of what it has received to society	0.506*
…acts thinking about society	0.616*
…helps civil society organizations in the community	0.582*
…integrates philanthropic contributions in their business activities	0.552*
…is committed to ecological issues	0.660*
…behaves honestly with their customers	0.980*
…respects the legal regulations	0.970*
Gen Y CSR attitude (YATT) (α = 0.765; CR = 0.824; AVE = 0.578) Adapted from [Casidy et al., 2015]
I look my best when purchasing goods with CSR supportive brand names	0.567*
I consider the CSR supportive brand names when purchasing goods for myself	0.589*
I usually only shop in outlets with CSR related brand names	0.612*

Indicators	Standardized loading
Brand Attitude (BA) (α = 0.918; CR = 0.939; AVE = 0.754)
Adapted from (Wagner et al., 2009; Pradhan et al., 2016; Ferrell et al., 2019; Wang et al., 2019)
In general, my feelings toward (retail brand represented in the scenario) are…
Very unfavourable/very favourable	0.866*
Very bad/very good	0.889*
Very unpleasant/very pleasant	0.886*
Very positive/very negative (Inversely presented and reverse coded)	0.872*
Very unlikeable/very likeable	0.827*
Very undesirable/very desirable	0.824*
Purchase intention (PI) (α = 0.898; CR = 0.917; AVE = 0.533)
Adapted from (Suki et al., 2016; Yu et al., 2021; Arachchi, 2022)
Consider [the name of the company] the first choice to buy my items	0.583*
Do more business with this company in the next few years	0.516*
I am willing to buy a product at this store if quality and price are similar with another store	0.526*
I would recommend a product of this store to other people (Item eliminated in the pre-test phase)	0.510*
I would continue to shop at this store rather than competing stores	0.583*
The likelihood that I would pay for (or continue buying) [the name of the company]’s product is high	0.514*
My willingness to buy (or continue buying) [the name of the company]’s product is very high	0.511*
In the near future, I would consider purchasing (or continuing buying) [the name of the company]’s product	0.519*
Perceived corporate social responsibility (PCSR) (α = 0.926; CR = 0.938; AVE = 0.578) Adapted from [Bianchi et al., 2019]
Perceived CSR: the retail brand
…treats employees very well	0.980*
…is socially responsible	0.533*
…returns some of what it has received to society	0.506*
…acts thinking about society	0.616*
…helps civil society organizations in the community	0.582*
…integrates philanthropic contributions in their business activities	0.552*
…is committed to ecological issues	0.660*
…behaves honestly with their customers	0.980*
…respects the legal regulations	0.970*
Gen Y CSR attitude (YATT) (α = 0.765; CR = 0.824; AVE = 0.578)Adapted from [Casidy et al., 2015]
I look my best when purchasing goods with CSR supportive brand names	0.567*
I consider the CSR supportive brand names when purchasing goods for myself	0.589*
I usually only shop in outlets with CSR related brand names	0.612*

Note:

*p < 0.01

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