Title: Consumer perception of corporate social responsibility and purchase behaviour

Authors: Akanksha Shukla; Geetika Goel; Nidhi Tiwari

Addresses: Department of Humanities, Social Science and Management, National Institute of Technology, Jamshedpur, Jharkhand, India ' Motilal Nehru National Institute of Technology, Allahabad, Uttar Pradesh, PIN: 211004, India ' Birla Institute of Technology, Mesra, Ranchi, (Allahabad Campus), B-7, Industrial Area, P.O. TSL, Naini, Allahabad, Uttar Pradesh, PIN: 211010, India

Abstract: The purpose of this paper is to investigate whether the consumers' perception of corporate social responsibility (CSR) has an impact on their purchase behaviour. A survey of consumers has been made to meet the objective of the research. Exploratory factor analysis (EFA) is conducted to identify different dimensions of CSR perception of consumers and subsequently the impact of these dimensions of CSR on purchase behaviour is tested using multiple regression analysis. CSR perception of consumer has been factorised into four dimensions: instrumental CSR (ICSR), normative CSR (NCSR), non-voluntary (NVCSR) and legal CSR (LCSR). ICSR and NCSR are found to positively impact purchase intention and willingness to pay; whereas LCSR negatively impacts purchase behaviour and NVCSR has no influence on consumers.

Keywords: corporate social responsibility; CSR perception; purchase intention; willingness to pay; purchase behaviour.

DOI: 10.1504/IJBEX.2019.099448

International Journal of Business Excellence, 2019 Vol.18 No.1, pp.22 - 41

Received: 12 Dec 2017
Accepted: 17 Feb 2018
Published online: 06 May 2019 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article