International Journal in Management & Social Science
Year : 2015, Volume : 3, Issue : 7
First page : ( 593) Last page : ( 603)
Online ISSN : 2321-1784.

Consumer Responses to CSR initiatives with reference to FMCG Brands-Domex and Pampers

Manimalar R

Research Scholar, Vels University, Pallavara

Online published on 22 June, 2018.

Abstract

The advancement of empirical research on corporate social responsibility (CSR) has been hindered by the lack of an appropriate measure of consumer responses to CSR initiatives. There is a need to fully explore the ways in which consumer's attitudes impact their responses to CSR. Corporate social responsibility can take different frameworks. Its emphasis can be on consumers, environment and/or employees. The major goal of CSR activities is to create corporate image as responsive to the society and based on that, build the competitive advantage. Reviews of Marketing Research say that there is positive relationship between CSR and Consumer behaviour. This research will focus on the awareness level, sources of information and consumer response to the CSR initiatives. This study concentrates on CSR initiatives of two FMCG products namely Domex and Pampers and their impact on Consumer buying decisions. The analysis resulted that the CSR awareness of Pampers is slightly higher than the brand Domex. There is a strong association between CSR knowledge and consumer responses to CSR.

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Keywords

Corporate Social Responsibility, Consumer Responses, Corporate Evaluation, Product Association, Purchase Intention.

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