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An Empirical Study on Consumer Societalness and Perception towards Social Responsibility Activities of the Corporation

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  • Kaushik Mandal
  • Sujata Banerjee
  • Sharmistha Saha

Abstract

This study intends to measure the variation of societalness of the different segments of the consumers and their perception towards the corporate activity towards social responsibility. The present study also aims to explore the attitude of the consumer towards the corporate social responsibility (CSR) activities of the company. This article is based on a survey to evaluate the societalness and the perception of the consumers. A structured questionnaire was developed and administered to the respondents in the Durgapur City, West Bengal. Independent sample t -test has been employed to compare the means of the different groups in relation to measuring the significant variation in the degree of societalness among the consumers. The study reveals that responsible activities of the company favourably affect the consumers’ thinking and do augment their attitude positively towards it. Also, the results suggest that the knowledge of the responsible activities influences the perception of the consumer while taking purchasing decision.

Suggested Citation

  • Kaushik Mandal & Sujata Banerjee & Sharmistha Saha, 2018. "An Empirical Study on Consumer Societalness and Perception towards Social Responsibility Activities of the Corporation," Paradigm, , vol. 22(1), pages 46-64, June.
    • Handle: RePEc:sae:padigm:v:22:y:2018:i:1:p:46-64
    DOI: 10.1177/0971890718758200
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    References listed on IDEAS

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    1. Alexander Dahlsrud, 2008. "How corporate social responsibility is defined: an analysis of 37 definitions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 1-13, January.
    2. Sandro Castaldo & Francesco Perrini & Nicola Misani & Antonio Tencati, 2009. "The Missing Link Between Corporate Social Responsibility and Consumer Trust: The Case of Fair Trade Products," Journal of Business Ethics, Springer, vol. 84(1), pages 1-15, January.
    3. Khosro Jahdi, 2014. "Cause-related marketing (CaRM) and corporate social responsibility (CSR)," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 10(4), pages 674-684, September.
    4. Zhilong Tian & Rui Wang & Wen Yang, 2011. "Consumer Responses to Corporate Social Responsibility (CSR) in China," Journal of Business Ethics, Springer, vol. 101(2), pages 197-212, June.
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