This study aims to investigate the effect of the core capability of products in eco-friendly stores on perceived CSR and consumers’ purchasing behavior. It is also to verify the moderating mediation effect of store type (multi-category store vs. single-category store). The results indicate that generally, in eco-friendly stores, consumers perceive the core competency of the products, which increases perceived CSR and purchasing intention. In the single-category store (i.e., fashion only) compared to the multi-category store (i.e., food and fashion), consumers perceive that the core capability and CSR are higher and thus they have higher purchase intention.

ABSTRACT
 INTRODUCTION
 LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
  What Drives Consumers’ Purchasing Behavior in Stores with an Eco-friendly Atmosphere?: Core Capability of Products and Corporate Social Responsibility
  Does a Multi-category Store Have the Driving Force of Sales Growth as Expected?
 METHOD
  Stimuli Development and Procedure
  Measures/Data Collection and Analysis
 RESULTS
 DISCUSSION AND IMPLICATIONS
 REFERENCE

• Ha Youn Kim(Seoul National University, Republic of Korea)
• Yuri Lee(Seoul National University, Republic of Korea)
• Jong-Youn Rha(Seoul National University, Republic of Korea)
• Jihyun Yoon(Seoul National University Republic of Korea)
• Yeo Jin Jung(Chungbuk University, Republic of Korea)