 An Empirical Study on Consumer Societalness and Perception towards Social Responsibility Activities of the CorporationKaushik Mandal, Sujata Banerjee and Sharmistha Saha Paradigm, 2018, vol. 22, issue 1, 46-64 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. Keywords: Cause-related marketing; consumer behaviour; corporate social responsibility; stakeholders; responsible practices (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:22:y:2018:i:1:p:46-64 Access Statistics for this article More articles in Paradigm |
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