Title: Examining the relationship between corporate social responsibility and buying patterns of consumers: evidence from India

Authors: Vikas Gautam; Sombala Ningthoujam

Addresses: ICFAI Business School Gurgaon, IDPL Complex, Old Delhi-Gurgaon Road, Dundahera, Gurgaon, Haryana 122016, India ' The New Delhi Institute of Management, F-13, Pocket F, Okhla I, Okhla Industrial Area, New Delhi, Delhi 110020, India

Abstract: A large number of organisations across globe are actively involved in different social responsibility programs aimed at increasing consumer trust in their offerings and benefit the image holistically. This study investigated the impact of corporate social responsibility on purchasing behaviour of consumers. In the current highly competitive business world, corporate social responsibility has gained momentum across various cultures. The study was conducted in the Indian context with reference to purchase of mobile handset with focus on aim to purchase and how much they are willing to pay for its explicit social features. We employed discrete choice modelling experiment and likelihood ratio test to achieve study objectives. The empirical findings of the study provided evidences of the positive relationship between corporate social responsibility and Indian consumers' behaviour in the purchasing of mobile handsets. The results revealed that the effect of price is higher than both the effects of corporate social responsibility and corporate ability attributes. Sample size comprised of 144 subjects.

Keywords: corporate social responsibility; CSR; corporate ability; Indian consumers; experimental design; willingness to pay.

DOI: 10.1504/IJBFMI.2017.087650

International Journal of Business Forecasting and Marketing Intelligence, 2017 Vol.3 No.4, pp.376 - 387

Received: 21 Mar 2017
Accepted: 28 Mar 2017
Published online: 30 Oct 2017 *

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