Title: Corporate social responsibility and its impact on consumer behaviour - a consumer's perspective
Authors: Unmana Barkakati; Raj Kishore Patra; Payel Das
Edelman India Private Limited, Vatika Triangle, 6th Floor, Sushant Lok – 1, Block A, Gurgaon, Haryana 122 002, India
Xavier School of Communications, Xavier University Bhubaneswar, Plot No. 12 (A), NijigadaKurki, Harirajpur, District-Puri, Pin-752050, Odisha, India
Symbiosis Institute of Media and Communications (SIMC-PG), Symbiosis International University, Symbiosis Knowledge Village, Gram: Lavale, Tal.: Mulshi, Pune, Maharashtra, India
Abstract: Of late, corporate social responsibility (CSR) has become the edict for most businesses. However, there is no thorough measurement available on the impact of CSR initiatives on business performance yet, CSR is believed to have a positive relationship with a company's goodwill and thereby have a positive impact on consumer's behaviour. This empirical exploration embarks on investigating the influence of CSR practices on a company's image and reputation with special reference to fast moving consumer goods (FMCG) companies and, in turn, on public opinion relating to the business. Further, the study empirically examines the influence of CSR practices on a consumer's buying decision process and also validates if customers react to CSR activities in a similar way or does it vary as per different demographics.
Keywords: corporate social responsibility; CSR; decision making process; demographics; goodwill; firm image; influence; perception; firm reputation; consumer behaviour; consumer perspective; fast moving consumer goods; FMCG industry; public opinion.
Int. J. of Sustainable Society, 2016 Vol.8, No.4, pp.278 - 301
Date of acceptance: 10 Aug 2016
Available online: 16 Feb 2017