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Consumer perception of corporate social responsibility and purchase behaviour

Author

Listed:
  • Akanksha Shukla
  • Geetika Goel
  • Nidhi Tiwari

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.

Suggested Citation

  • Akanksha Shukla & Geetika Goel & Nidhi Tiwari, 2019. "Consumer perception of corporate social responsibility and purchase behaviour," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 18(1), pages 22-41.
    • Handle: RePEc:ids:ijbexc:v:18:y:2019:i:1:p:22-41
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    Cited by:

    1. Hadi Khan & Vatcharapol Sukhotu, 2020. "Influence of media exposure and Corporate Social Responsibility compliance on customer perception: The moderating role of Firm's reputation risk," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2107-2121, September.
    2. Shafig Al-Haddad & Abdel-Aziz Ahmad Sharabati & Mohammad Al-Khasawneh & Rand Maraqa & Raya Hashem, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention: The Mediating Role of Consumer Engagement via Social Media," Sustainability, MDPI, vol. 14(11), pages 1-17, June.

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