Consumer understanding of corporate social responsibility dimensions: an application of CSR pyramid model in Indian context

This study empirically examines applicability of Carroll's pyramid model of CSR dimensions in India. The study employed online survey method, using 934 respondents, from six major cities in India, across different demographics. The findings show that most Indian consumers are aware of CSR, with older and more educated Indian consumers, from privileged socio-economic classes being more aware than others. Their understanding is that CSR is pre-eminently about following laws, followed by ethical responsibilities towards the environment and regarding human rights while economic and philanthropic dimensions are considered to be relatively less important. The findings will help corporate India, with its historical penchant for philanthropy, to note the consumer perspective and reap the benefits of strategic CSR. The study sheds light on the way forward for CSR practices in the large and growing consumer market of India, being one of the very few consumer studies using the CSR pyramid in India.