Impact of Corporate Social Responsibility on Consumer Buying Decision: An Empirical Study

Abstract

This research was conducted to study the impact of corporate social responsibility on consumer buying decisions and analyzed whether the consumer purchase decision is influenced by variables such as organizational reputation, corporate social responsibility awareness, loyalty, motivation, strong corporate social responsibility, and brand names and image. A survey has been conducted via an online platform (Google Forms) to know the perspective of the respondents concerning the corporate social responsibility influence on their buying decisions and purchasing habits. Primary data is gathered and analysed by SPSS. We observed the buying decisions of the consumers were mainly influenced by the strong corporate social responsibility of the company or brand.  Also, we observed that the loyalty driven by corporate social responsibility and awareness of corporate social initiatives practised by an organization or brand has positively influenced consumer buying decisions. However, there is no significant influence by organizational reputation, brand image, and motivation therefore they are not direct influencers of consumer buying decisions.   

Keywords

Corporate Social Responsibility, Consumer Buying Decisions, Consumer Awareness, Consumer Loyalty, Marketing Management. 

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