Relationship of Corporate Social Responsibility with Consumer Buying Behavior: An Indian Perspective

Supran Kumar Sharma () and Shravani Sharma ()
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Supran Kumar Sharma: College of Management, Shri Mata Vaishno Devi University, Katra, India
Shravani Sharma: Shri Mata Vaishno Devi University

Romanian Economic Journal, 2013, vol. 16, issue 50, 101-130

Abstract: With the help of binary logistic regression model present attempt examines the impact of business organization’s Corporate Social Responsibility (CSR) practices on buying behavior of the consumers. By taking the responses of 197 consumers in the Jammu and Kashmir province of India, the study highlights that how different dimensions of CSR practices and selected demographics of the organizations are significantly associated with the buying behavior of consumers. The study finds negative relationship between both legal responsibilities and environment friendly practices of companies with the consumer buying behavior. The results have implications for marketing practitioners and strategic management professionals who would like to use their organisation’s CSR practices as a tool to positively influence consumer behavior. Findings suggest that business organizations should be more transparent on their legal aspects and philanthropic activities.

Keywords: CSR; Consumer; Carroll’s pyramid; Philanthropy (search for similar items in EconPapers)
JEL-codes: D64 M14 N3 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:rej:journl:v:16:y:2013:i:50:p:101-130

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