Consumer perception of corporate social responsibility and purchase behaviour

Akanksha Shukla, Geetika Goel and Nidhi Tiwari

International Journal of Business Excellence, 2019, vol. 18, issue 1, 22-41

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.

Keywords: corporate social responsibility; CSR perception; purchase intention; willingness to pay; purchase behaviour. (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:18:y:2019:i:1:p:22-41

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