Impact of marketing CSR activities on customer behavior

Abstract

This research primarily focuses on understanding how the CSR activities impact the purchase intention of the consumer with primary focus on the perceived motive of CSR activities. We undertook exhaustive research and validated using a simple model for the study (CSR motives, Attitude towards the firm, Perceived Quality and Purchase Intention). The study was an explanatory cum descriptive research which was performed using survey with 120+ respondents. It was found that Altruistic motive has a positive correlation (Self-Interest motive has negative correlation) with attitude of firm, which in turn has a positive correlation with the purchase intention of the customer with Perceived quality acting as a moderator.