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Exploring the impact of corporate social responsibility on consumer behaviour in India

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  • Sita Mishra

Abstract

Corporate social responsibility (CSR) is playing an increasingly prominent role in today's business environment. Worldwide, the most admired companies abide by a code of serving people's interests, not only their own. Indian organisations have also realised that besides growing their businesses it is also vital to build trustworthy and sustainable relationships with the community at large. In India, the effect of CSR though not profound, is evident in small efforts the industry is making. Despite this increasing emphasis on CSR in the marketplace, little is known about the effects of CSR actions on consumers especially in India. This study focuses on investigating the impact of CSR on consumer behaviour in India. In this research, emphasis is on examining consumers' awareness about CSR activities of firms, their reactions towards socially responsible organisations and impact on their intention to purchase goods.

Suggested Citation

  • Sita Mishra, 2012. "Exploring the impact of corporate social responsibility on consumer behaviour in India," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 6(4), pages 401-417.
    • Handle: RePEc:ids:ijbire:v:6:y:2012:i:4:p:401-417
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