A consumer-based approach to hybrid organizations

: the role of political orientation and perceived organizational legitimacy

Abstract

The goal of this study was to analyze the role that political orientation and perceived organizational legitimacy, together with the theory of planned behavior’s predictor variables of attitude, subjective norms, and perceived behavioral control, have on consumers' purchase intentions with respect to hybrid organizations. To this end, a quantitative study using structural equation modeling was employed based on the data obtained from a non-probability sample ofAmerican consumers. The findings support the notion that consumers’ attitudes affect their purchase intentions, with perceived organizational legitimacy mediating the relationship. The results also indicate there to be insufficient support for the idea that political orientation, subjective norms, and perceived behavioral control influence consumers’ purchase intentions. This study adds to the growing body of academic literature on hybrid organizations and is relevant in that it provides a quantified foundation of the extent to which factors impact consumers’ purchase intentions for products of hybrid organizations.

Date of Award	19 Oct 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Marta Bicho (Supervisor)