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

Author

Listed:
  • Supran Kumar Sharma

    (College of Management, Shri Mata Vaishno Devi University, Katra, India)

  • Shravani Sharma

    (Shri Mata Vaishno Devi University)

Abstract

With the help of binary logistic regression model present attempt examines the impact of business organization’s Corporate Social Responsibility (CSR) practices on buying behavior 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 behavior of consumers. The study finds negative relationship between both legal responsibilities and environment friendly practices of companies with the consumer buying behavior. The results have implications for marketing practitioners and strategic management professionals who would like to use their organisation’s CSR practices as a tool to positively influence consumer behavior. Findings suggest that business organizations should be more transparent on their legal aspects and philanthropic activities.

Suggested Citation

  • Supran Kumar Sharma & Shravani Sharma, 2013. "Relationship of Corporate Social Responsibility with Consumer Buying Behavior: An Indian Perspective," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 16(50), pages 101-130, December.
    • Handle: RePEc:rej:journl:v:16:y:2013:i:50:p:101-130
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    References listed on IDEAS

    as
    1. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    2. Page, Graham & Fearn, Helen, 2005. "Corporate Reputation: What Do Consumers Really Care About?," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 305-313, September.
    3. Abagail McWilliams & Donald Siegel, 2000. "Corporate social responsibility and financial performance: correlation or misspecification?," Strategic Management Journal, Wiley Blackwell, vol. 21(5), pages 603-609, May.
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    Cited by:

    1. Iden Blanche Mbonifor & Noumigue Guy Roland Kenmegni, 2021. "The effects of Carroll’s CSR Pyramid on Consumer Buying Behaviour: Case of Mobile Telephone Network (MTN) Company Bamenda Branch, Cameroon," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(10), pages 502-509, October.

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    More about this item

    Keywords

    CSR; Consumer; Carroll’s pyramid; Philanthropy;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • N3 - Economic History - - Labor and Consumers, Demography, Education, Health, Welfare, Income, Wealth, Religion, and Philanthropy

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