Corporate social responsibility and its impact on consumer behaviour - a consumer's perspective. (2016)

• Record Type: Journal Article
• Authors: Barkakati, Unmana; Patra, Raj Kishore; Das, Payel
• Is Part Of: International journal of sustainable society. Volume 8:Number 4(2016)
• Page Start: 278
• Page End: 301
• Publication Date: 2016
• Subjects: 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; Sustainable development -- Periodicals; Sustainability -- Periodicals; Human ecology -- Periodicals; Environmental responsibility -- Periodicals; Sustainable agriculture -- Periodicals; 304.2805
• Languages: English
• ISSNs: 1756-2538

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.