The Influence of Corporate Social Responsiblity on Actual Buying Behaviour: A Study of Indian Consumers

Asiya Chaudhary, Shabir Ahmad Hurrah and Shafat Maqbool

Metamorphosis: A Journal of Management Research, 2020, vol. 19, issue 1, 21-28

Abstract: The purpose of this study is to empirically test the influence of corporate social responsibility (CSR) on the actual buying behaviour of Indian consumers. For this purpose, responses were collected from 378 Indian consumers. To examine the possible relationship, descriptive statistics and regression are used. The result shows that purchase intention, intended loyalty, and consumers’ trust of socially responsible firms have a positive impact on consumers’ actual buying behaviour. Furthermore, this study highlights that intended loyalty towards a socially responsible firm has a profound influence on the actual buying behaviour of Indian consumers. An immediate managerial implication of the findings suggests that to attract potential consumers, CSR should be integrated with consumers’ marketing mix, given that CSR pays off in the form of better consumer response.

Keywords: CSR; actual buying behaviour; intended loyalty; purchase intention; regression (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:sae:metjou:v:19:y:2020:i:1:p:21-28

DOI: 10.1177/0972622520931700

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