Blanco-González, AliciaCachón-Rodríguez, GabrielHernández-Perlines, FelipePrado-Román, Camilo2023-09-252023-09-252022Alicia Blanco-González, Gabriel Cachón-Rodríguez, Felipe Hernández-Perlines, Camilo Prado-Román, Effects of social responsibility on legitimacy and revisit intention: The moderating role of anxiety, Journal of Business Research, Volume 157, 2023, 113583, ISSN 0148-2963, https://doi.org/10.1016/j.jbusres.2022.1135830148-2963https://hdl.handle.net/10115/24514Companies that develop social responsibility actions gain legitimacy, which increases consumer trust and revisit intention. However, the effects of both socially responsible actions and legitimacy on customer behavior are not always direct, as they vary depending on the context. The COVID-19 pandemic has revealed a new context in which emotions play a determining role in consumer behavior. The number of people diagnosed with anxiety continues to grow worldwide, and this is known as a mental health epidemic. The aim of this research is to explore the moderating effect of anxiety on the relationships between social responsibility, legitimacy, and revisit intention. Using a sample of 1,200 supermarket buyers and applying a structural equation system, it is shown that social responsibility and legitimacy influence revisit intention, and the level of anxiety moderates these relationships. This study suggests building trust by adapting business policies to consumerś emotional backgrounds.engAttribution-NonCommercial-NoDerivatives 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-nd/4.0/Social responsibilityLegitimacyRevisit intentionAnxietyConsumer behaviorStrategic managementinfo:eu-repo/semantics/article10.1016/j.jbusres.2022.113583info:eu-repo/semantics/openAccess