Consumer Attitudes Toward Corporate Social Responsibility Initiatives

Abstract

This paper discusses the consumer attitude towards the corporate social responsibility (CSR) initiatives using a mixed-method experimental design, a quantitative survey and a qualitative interview. CSR campaign based and centered around environment, social, philanthropic campaign or control as well as in-depth interview were used to treat one thousand two hundred respondents of which 25 participants were in-depth interviewed to provide their responses on CSR campaigns. In the quantitative analysis results obtained through regression, ANOVA and mediation models, CSR authenticity has been demonstrated to be a strong enhancer of purchase intention and loyalty with consumer trust acting as a major mediator. The results further reveal important cultural and demographic differences. In Europe, the respondents were more oriented on the environment and the Asian customers were inclined to social and more community-oriented CSR. The generation gaps were high, and Gen Z and Millennials were the most CSR-focusing buyers, and women were more CSR-aware than men were.The qualitative research supported these findings with the inclusion of such themes as authenticity, CSR-firm congruence, and consumer skepticism. Numbers and tables demonstrated that environmental activities generated the most positive consumer responses and incongruent CSR activity generated training. The findings synthesized are inclined to the fact that CSR performance is conditional upon culture congruence, generational expectations and authenticity. The study contributes to the body of literature about CSR because it demonstrates the mediating interest of the trust, and moderating role of cultural context and gives the managerial implications of the development of the localised transparent and authentic CSR strategies. Companies can attain brand equity in the long-term and can build sustainable consumer trust by taking the extra steps of ensuring that the authenticity is put to practice.