UNDERSTANDING THE LINK BETWEEN CSR INITIATIVES AND CONSUMER PERCEPTION: A STUDY ON AWARENESS AND IMPACT

Bipin Bhogekar

doi:10.29121/shodhkosh.v5.i7.2024.5106

Authors

Dr. Bipin Bhogekar Assistant Professor, Sau. Leena Kishor Mamidwar Institute of Management Studies and Research Kosara, Chandrapur

DOI:

https://doi.org/10.29121/shodhkosh.v5.i7.2024.5106

Keywords:

Corporate Social Responsibility, Consumer Perception, Brand Loyalty, Csr Awareness, Csr Impact, Ethical Marketing, Consumer Behavior

Abstract [English]

This study is based on the relationship between customers perceptions and Corporate Social Responsibility (CSR) programs and with a major emphasis on CSR awareness and its effects on brand loyalties, acquisition preferences and consumer trust. A standard questionnaire to 250 customers were developed to gather information on awareness of CSR initiatives and the related practices. The theories were tested on the basis of the following statistical methods: ANOVA, chi-square and Pearson correlation. The results indicate that there is a high correlation between consumers trust and CSR awareness, CSR and brand loyalty and purchasing decision. In addition, it was revealed that CSR awareness had demographic variables of age and education in its influence. According to reports, to build trust and loyalty, companies should focus on increasing CSR knowledge, particularly in the case of younger and better-educated consumers, who are of extra importance when it comes to CSR initiatives that have to shape consumer attitudes.

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