Unpacking the Influence of Corporate Social Responsibility on Consumer Purchase Intentions: Policy Implications for Organizations

Abstract

Corporate Social Responsibility (CSR) persuades organizations towards upward mobility in society, and presently, organizations' involvement in societal issues is a promise for successful, profitable business. Recently, CSR has grabbed the attention of academic scholars and practitioners. Thus, this study hypothesizes an organization can enthrall consumer purchase intention by upholding CSR activities. The current study also determines the relationship between legal responsibility (LR), economic responsibility (ECOR), ethical responsibility (ER), philanthropic responsibility (PR) and consumer purchase intention (CPI). Furthermore, it determines the mediating role of CSR awareness in the relationship between CSR and CPI. Four hundred (400) data were collected from consumers of Pakistan's fast-moving consumer goods (FMCG), and the findings were evaluated through SPSS 22.0. The findings of this deductive and quantitative study exhibit that CSR, LR, ECOR, ER, and PR significantly influence CPI. The results also support the mediating role of CSR awareness in the relationship between CSR and CPI. The results have valuable insights for practitioners and policymakers.