Corporate Social Responsibility and Transition to Parenthood: Responsible Purchasing and Implications for Retail Performance

Purpose: Despite growing research on corporate social responsibility (CSR) in retail and an increasing body of work on consumer behaviour during major life transitions, limited attention has been devoted to understanding how the transition to parenthood shapes parents' perceptions of CSR and responsible purchasing decisions in the baby and children's products segment. Accordingly, the aim of this study is to determine how the transition to parenthood influences parents' perceptions of the CSR of manufacturers and retailers of baby and children's products, and to analyse the existence of a gap between parents' environmental awareness and their actual purchasing behaviour. Design/Methodology: The research was conducted using a qualitative approach based on semi-structured in-depth interviews on a convenient sample of 30 current and prospective first-time parents who are in the transitional life phase and was analyzed by thematic analysis. Findings: The transition to parenthood leads to change in priorities, increased perceived risk, and more intensive information seeking before purchasing. Product safety and quality are dominant purchase motives and are perceived as the primary aspect of social responsibility towards consumers, while environmental responsibility plays a secondary but significant role. Parents rely heavily on recommendations from close friends and experts, while negative experiences from online sources have a stronger influence on purchasing behaviour decisions than positive recommendations. Practical Implications: The results suggest that manufacturers and retailers of baby and children's products should prioritize communicating product safety and quality as the foundation of social responsibility, with transparent and credible information at the point of sale, which may contribute to stronger consumer trust and improved retail performance. Originality/Value: The study contributes to the existing literature by integrating CSR and life-transition perspectives, specifically the transition to parenthood, and by identifying how perceived product safety, trust, and financial constraints interact in shaping responsible purchasing decisions among first-time parents. By highlighting the specific motives, perceptions, and constraints associated with purchasing products for babies and children, the study provides actionable insights for manufacturers and retailers seeking to strengthen responsible consumption practices and improve retail performance.