Title: Consumer understanding of corporate social responsibility dimensions: an application of CSR pyramid model in Indian context

Authors: Sudipta Sen Gupta; Deepti Wadera

Addresses: School of Management, G.D. Goenka University, India ' School of Management, G.D. Goenka University, India

Abstract: This study empirically examines applicability of Carroll's pyramid model of CSR dimensions in India. The study employed online survey method, using 934 respondents, from six major cities in India, across different demographics. The findings show that most Indian consumers are aware of CSR, with older and more educated Indian consumers, from privileged socio-economic classes being more aware than others. Their understanding is that CSR is pre-eminently about following laws, followed by ethical responsibilities towards the environment and regarding human rights while economic and philanthropic dimensions are considered to be relatively less important. The findings will help corporate India, with its historical penchant for philanthropy, to note the consumer perspective and reap the benefits of strategic CSR. The study sheds light on the way forward for CSR practices in the large and growing consumer market of India, being one of the very few consumer studies using the CSR pyramid in India.

Keywords: CSR pyramid model; Indian consumers; CSR awareness; understanding of CSR; CSR dimensions; economic responsibility; ethical responsibility; legal responsibility; philanthropy; mandatory CSR.

DOI: 10.1504/IJICBM.2021.112612

International Journal of Indian Culture and Business Management, 2021 Vol.22 No.1, pp.110 - 136

Received: 04 Jul 2019
Accepted: 01 Dec 2019
Published online: 22 Jan 2021 *

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