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

Sharma, Supran Kumar
Sharma, Shravani
Publication date: 
JEL codes: 
D64 - Altruism; Philanthropy, M14 - Corporate Culture; Social Responsibility, N3 - Labor and Consumers, Demography, Education, Health, Welfare, Income, Wealth, Religion, and Philanthropy.
With the help of binary logistic regression model present attempt examines the impact of business organization’s Corporate Social Responsibility (CSR) practices on buying behaviour 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 behaviour of consumers. The study finds negative relationship between both legal responsibilities and environment friendly practices of companies with the consumer buying behaviour. The results have implications for marketing practitioners and strategic management professionals who would like to use their organization’s CSR practices as a tool to positively influence consumer behaviour. Findings suggest that business organizations should be more transparent on their legal aspects and philanthropic activities.
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