Corporate social responsibility and its impact on consumer behaviour - a consumer's perspective (original) (raw)
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The impact of perceived CSR on corporate reputation and purchase intention
European Journal of Management and Business Economics
Purpose The purpose of this paper is to examine the influence of consumers’ perceived corporate social responsibility (CSR). The aim is to provide insight into the effect of perceived CSR on purchase intention (short-term effect) and corporate reputation (long-term effect), whilst considering the role of brand image, satisfaction (affective and cognitive) and brand loyalty. Design/methodology/approach The sample comprised 429 consumers selected using non-probabilistic sampling with age and gender quotas. Confirmatory factor analysis was used to validate the measurement model. Structural equation modelling was used to validate the research hypotheses. Findings All direct and mediated influences in the model were significant, except for the effects of perceived CSR on affective satisfaction. Thus, the proposed causal chain is valuable to understand how perceptions of CSR influence purchase intention and perceived reputation. Research limitations/implications Perception is considered a...
The impact of perceived CSR initiatives on consumer’s buying behaviour: An empirical study
Although research into CSR and consumer behavior is still relatively young, there exists a growing interest in studying the links between CSR and marketing. The Indian consumers are now well aware that, in pursuing their business endeavors, companies now have to show more responsibility towards society and the environment where they are operating and at the same time do managers increasingly see CSR as a marketing tool to help create a competitive advantage. But what is the actual impact of companies' engagement in CSR on consumer behavior? The consumers are getting more aware of the corporation involved in corporate social responsibility (CSR) through better education and the increased influence of the media. The companies up to a certain extent has already been realized that their socially responsible behaviour have a direct impact on the consumer buying behaviour.
The Impact of Corporate Social Responsibility on Consumer Behavior
Corporate Social Responsibility (CSR) emerges as an important concept to boost corporate values. CSR is defined as a concept through which companies integrate voluntarily social and environmental concerns in their business and in the interactions with their stakeholders. This means that the company should achieve its social responsibility in a broader sense rather than only on its simple goal of profit. This process should also comply with business ethics and regulations, as well with the demands of investors and consumers. Thus, the goal of CSR activities is to minimizing negative social, environmental and economic impacts of a company on its surroundings. In this context, the aim of this study was to explore how CSR activities influence consumer behavior, by gathering relevant scientific publications in the literature over the last 15 years. The present analysis was based on three conceptual pillars: corporate responsibilities, corporate approaches to CSR, and consumer behavior. As an observational research approach, this study presents a brief content analysis of central issues handled by researchers working on this field. A total of 12 selected publications have been analyzed and, for a better understanding and a more comprehensive picture, the available information has been summarized. The analysis showed that a number of different approaches have been used by researchers and, as a consequence, the results are at some extension controversial, making it difficult to make comparisons and validations. Some results are inconclusive, as the responses of consumers are very variable. Nevertheless, there is consensus that there is a link between CSR and consumer behavior, but the degree and variations are highly debatable. Regarding differences between promotional and institutional CSR initiatives, the analysis allowed the conclusion that a more positive impact is observed when companies institutionalized their CSR initiatives, as it is more effective at increasing customer loyalty, enhancing attitude toward the company, and decreasing consumer skepticism. On the other hand, promotional CSR initiatives produce weaker consumer responses, although it still produced positive results. This shows that consumers do place value on even the most basic forms of CSR, and is an opportunity for companies to benefit from these programs. Another conclusion was that environmental and labor conditions constitute a bigger concern in developed economies than in emerging economies. Consumers from emerging markets place greater emphasis on brand than consumers from the developed markets. Prior knowledge of the social attributes tends to be a stronger predictor of their influence on purchase intentions than the other intangible attributes. Each of the three corporate CSR approaches (value creation, risk management and corporate philanthropy) has its own benefits and limitations. Therefore, it is up to the company to choose one of them to implement corporate social responsibility, as there is no absolutely a correct approach for all companies since every company operates differently.
Consumers’ Perception of CSR Activities: What Does it Mean for Companies?
2021
Research Question: The paper develops a conceptual model for exploring the factors which impact the consumers' word of mouth (WOM) and willingness to pay (WTP) for products and services of socially responsible companies. Motivation: The paper is based on the research of Castaldo et al. (2009), Pivato et al. (2007), Rim and Kim (2016), and Jarvis et al. (2017) concerning the consumers’ perception of corporate social responsibility (CSR) and measurement of the effectiveness of CSR activities. Accordingly, our paper tries to provide companies with valuable information on how the consumers’ perception of CSR activities impacts the consumers’ trust, awareness, purchase intention, and future behaviour. Idea: The proposed model is based on three pillars: Perception of CSR, Moderating effects, and Willingness to pay and recommend and strives to shed light on their mutual relations. The goal is to better understand the complex mechanisms and consequences of the consumers’ perception of C...
Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility
Journal of Business Ethics, 2011
Perceptions of a firm's stance on corporate social responsibility (CSR) are influenced by its corporate marketing efforts including branding, reputation building and communications. The current research examines CSR from the consumer's perspective, focusing on antecedents and consequences of perceived CSR. The findings strongly support the fact that particular cues, namely perceived financial performance and perceived quality of ethics statements, influence perceived CSR which in turn impacts perceptions of corporate reputation, consumer trust, and loyalty. Both consumer trust and loyalty were also found to reduce the perceived risk that consumers experience in buying and using products. From these significant findings, we draw several conclusions and implications, including the importance of enhancing firm focus toward its ethical commitment and long-term reputation.
Impact of CSR Initiatives and Perceived Corporate Reputation On Consumer Loyalty
2014
The purpose of the study is to explore the association between consumer perception of CSR, perceived corporate reputation, and consumer loyalty in consumer marketing. A conceptual model has been established to recite their relationship displaying customer loyalty as dependent variable while consumer perception of CSR and perceived corporate reputation as independent variable. A questionnaire with five point likert scale is developed to investigate the relationship. Outcomes present positive association between all variables. This study has certain limitations with respect to monetary evaluation of CSR initiatives by the firms. Comprehensive qualitative research deem necessary to look for the same issues. This research has made some practical and theoretical contributions toward building consumer loyalty for the firms.
7th International Conference on Banking, Insurance & Business Management, 2022
It is important for organizations to engage customer in CSR activities for sustainability. Although companies are making continuous efforts to engage customers in such activities however managing CSR is critical. Researchers suggest that engaging customer in CSR activities is very important for its reputation, identity and image. The main objective of the research is to investigate CSR activities that help organizations to build their good reputation in the market. This research discloses that CSR activities create positive words-of-mouth for the company. The quantitative research approach is applied to collect data. The population of the study is customers who buy and engage with retail companies and stores that are engage in CSR activities. Convenience sampling approach will be applied to collect data form about 250-300 respondents through questionnaire. The data will be analyzed through Smart PLS software. This research paper will enhance awareness of customers and organizations about CSR activities.
Sustainability, 2021
Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentions as mediated by brand equity, brand credibility, and brand reputation in order to identify the benefits of CSR integration for business development. The study employs a quantitative approach to collect data from customers who purchase cosmetics through an online survey. PLS-SEM software is used to analyze the data from the 380 responses. The results indicate that customers’ perceptions of the CSR of a firm affect their intention to purchase its brands in the future. Brand equity, brand credibility, and brand reputation mediate the impact of CSR perceptions on purchase intentions. Since previous studies have not employed a comprehensive approach to verifying the influence that CSR exerts through brand credibility, brand reputation, and brand equit...
IEOM Proceedings 2019, 2019
Lately, Corporate Social Responsibility (CSR) is considered a commitment and responsibility of a company to reduce the harmful effects from their manufacturing process and giving a good impact for society and environment. Some brands have really good CSR values and transparency and some don’t. This research is a good way to investigate whether consumer purchasing behaviour is influenced by particular brands’ ethical and social responsibility or not. Qualitative methods was used for this study, and for the data collection, semi-structured interviews were used. The consumers were informed about each of companies’ CSR activities in the middle of answering the questions in questionnaires and interviews. The objectives of this research are to investigate the influence CSR actions of certain fashion brands on their reputation (from consumers’ point of view), and also to determine the impact of their reputation on customer buying/purchasing behaviour. The findings of this study was intended to investigate whether CSR influenced the consumer's purchasing behaviour.