Title: An empirical examination of the link between CSR and consumer purchase behaviour

Authors: Anupam Singh; Raghava R. Gundala; Seema Singh

Addresses: School of Management, Shri Vaishnav Vidyapeeth Vishwavidyalaya (SVVV University), Indore, Madhya Pradesh, India ' University of Wisconsin – Parkside, 900 Wood Rd., Kenosha, WI 53140, USA ' Madan Mohan Malviya University of Technology, Gorakhpur, Uttar Pradesh, India

Abstract: The study explores the complicated relationship between consumers' CSR evaluations and their purchase behaviours through the mediating effects of consumer-company congruence (CCC), consumer trust (CT), loyalty (LT), and advocacy behaviour (AD). The data collected from the empirical survey was analysed by applying the structural equation modelling (SEM) technique through AMOS 20 version. The findings of the study suggest that CSR associations of retailers will have a significant impact on consumers' purchase-related judgments. Therefore, managers and marketers are recommended to devise an effective CSR strategy to maximise favourable consumer attributions.

Keywords: corporate social responsibility; CSR; consumer loyalty; consumer trust; purchase behaviour.

DOI: 10.1504/IJSTM.2023.135061

International Journal of Services Technology and Management, 2023 Vol.28 No.5/6, pp.316 - 334

Received: 22 Jan 2019
Accepted: 15 Feb 2020
Published online: 30 Nov 2023 *

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