Title: Corporate social responsibility and its impact on consumer behaviour - a consumer's perspective

Authors: Unmana Barkakati; Raj Kishore Patra; Payel Das

Addresses: Edelman India Private Limited, Vatika Triangle, 6th Floor, Sushant Lok – 1, Block A, Gurgaon, Haryana 122 002, India ' Xavier School of Communications, Xavier University Bhubaneswar, Plot No. 12 (A), NijigadaKurki, Harirajpur, District-Puri, Pin-752050, Odisha, India ' Symbiosis Institute of Media and Communications (SIMC-PG), Symbiosis International University, Symbiosis Knowledge Village, Gram: Lavale, Tal.: Mulshi, Pune, Maharashtra, India

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.

Keywords: 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.

DOI: 10.1504/IJSSOC.2016.082366

International Journal of Sustainable Society, 2016 Vol.8 No.4, pp.278 - 301

Received: 29 Sep 2015
Accepted: 10 Aug 2016
Published online: 21 Feb 2017 *

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