Impact of Corporate Social Responsibility on Consumer Behavior

Abstract

The current study tries to find out relationship between corporate social responsibility and consumer behaviour. The paper finds out how does corporate social responsibility affect a consumer's Purchase Decision or decision making process. Today, consumer recognises the role of ethics and corporate social responsibility of businesses. Thus, this context the responsibilities of the companies have increased and so they are working more towards the society and the environment welfare to fetch more customers and become more customers loyal. This works as a competitive advantage for the businesses and companies. Thus, fulfilling corporate social responsibility is an important marketing tool which gives a competitive edge to the companies in the Indian market. It was found that
there are a few research researches on corporate social responsibility and its impact on consumers Purchase Decision. The consumer is influenced by a product on various parameters like quality, quantity etc. but they are not aware about the corporate social responsibility activities a company does. But now this is gradually taking a shift as consumers are taking interest in the CSR activities of a business. Therefore, it is clear that innovative steps taken by the company can create positive relationship between CSR activities and consumer decision making.