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Corporate Social Responsibility and Consumer Buying Behavior in Emerging Market: A Mixed Method Study

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  • Irfan Butt

Abstract

A number of companies are involved in various social responsibility programs aimed at increasing consumer trust in their services and improve overall image of the firm. This phenomenon is prevalent in developed world but is still new in emerging economies. In a developing country like Pakistan, Corporate Social Responsibility (CSR) is affected by various factors. The purpose of this mixed method study is to examine key antecedents to consumer responses to CSR to determine a link between CSR activity and consumers’ responses to such actions. After a qualitative study, a pre-tested structured questionnaire was administered to 224 respondents. The constructs were validated using confirmatory factor analysis and regression analysis was conducted to test hypotheses. It was found that purchase intention was impacted by perceived CSR which was positively influenced by awareness while trust played a pivotal role as a mediator between CSR and purchase intention. Surprisingly, religiosity was not significantly related to CSR. The study was conducted using a hypothetical company; however more insight might be gained if the company name was used since certain consumer patterns are brand specific.

Suggested Citation

  • Irfan Butt, 2016. "Corporate Social Responsibility and Consumer Buying Behavior in Emerging Market: A Mixed Method Study," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(7), pages 211-211, June.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:7:p:211
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    References listed on IDEAS

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    Cited by:

    1. W. Puwirat & S. Tripopsakul, 2019. "The Impact of Digital Social Responsibility on Customer Trust and Brand Equity: An Evidence from Social Commerce in Thailand," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 181-198.
    2. Yiying Liu & Juanjuan Niu & Yongbin Zhou & Ruoqi Huang, 2023. "Achieving corporate sustainable development through social responsibility, green activities, and stakeholders management: A multidirectional cause analysis," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(4), pages 2997-3007, August.
    3. 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.
    4. Mohammad Sohail Yunis & Laila Durrani & Amad Khan, 2017. "Corporate Social Responsibility (CSR) in Pakistan: A Critique of the Literature and Future Research Agenda," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 9(1), pages 65-88, March.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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