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VOL. 12, ISSUE 3 (2026)
A study of corporate social responsibility (CSR) and its effect on consumer behaviour
Authors
Vitthal S Rathod
Abstract
Corporate Social Responsibility (CSR) has
evolved from being a voluntary philanthropic initiative to becoming an integral
component of strategic business management. Increasing consumer awareness
regarding environmental sustainability, ethical business practices, and social
welfare has transformed CSR into an important determinant of consumer decision-making.
The present study examines the effect of Corporate Social Responsibility on
consumer behaviour, focusing on consumer trust, purchase intention, brand
loyalty, and corporate reputation. A quantitative research design was adopted
using a structured questionnaire administered to 420 consumers selected through
stratified random sampling from urban and semi-urban areas. Descriptive
statistics, reliability analysis, correlation analysis, multiple regression,
and Structural Equation Modelling (SEM) were employed to analyse the collected
data. The findings reveal that CSR initiatives significantly influence consumer
purchase intention, strengthen brand trust, improve customer satisfaction, and
enhance long-term loyalty. Environmental responsibility and ethical business
practices emerged as the strongest predictors of favourable consumer behaviour,
while philanthropic activities exhibited comparatively lower influence on
purchasing decisions. The study demonstrates that consumers increasingly prefer
organisations that actively contribute to environmental conservation, employee
welfare, community development, and transparent governance. The research
contributes to the growing body of literature by providing empirical evidence
supporting stakeholder theory and signalling theory in explaining consumer
responses to CSR initiatives. The findings offer valuable implications for
managers, marketers, and policymakers in integrating CSR into corporate
strategy to achieve sustainable competitive advantage while simultaneously
fulfilling social responsibilities.
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Pages:140-145
How to cite this article:
Vitthal S Rathod "A study of corporate social responsibility (CSR) and its effect on consumer behaviour". International Journal of Commerce and Management Research, Vol 12, Issue 3, 2026, Pages 140-145
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