Effects of Corporate Social Responsibility on Consumer Purchase Intention

Abstract

The aim of this study was to identify the impact of corporate social responsibility on the purchase intention of customers. Corporate Social Responsibility was measured on the basis of five factors, namely Customer Centric, Green Environment, Philanthropy, Public Awareness and Creating Shared Values. This was a quantitative, deductive and cross-sectional study. Convenience sampling technique was used to collect the data from 300 respondents from the University of the Punjab, Lahore. IBM-SPSS was used to analyses the data and regression was run to test hypotheses. Findings of the research suggested that Customer Centric, Green Environment Philanthropy, Public Awareness and Creating Shared Value do have a significant impact on the purchase intention of the consumers. Theoretical and practical contributions along with limitations and future direction are also discussed of the study.