Determination of CSR Value for Consumers: An Approach to Indian Perspectives

Abstract

The present study aimed to understand the consumers’ perception about corporate social responsibility (CSR), to identify companies’ activities that consumers consider to be CSR activities and to recognize the benefits that the consumers derive from CSR. Based on 180 respondents, the study combines descriptive and explanatory research to report on what corporate social responsibility (CSR) means to customers and the value they gain from it. Consumers definitely derive social, emotional, and functional benefit from CSR, according to research. The research is inconclusive, and it is arguable whether CSR policy has any influence on their buying decision. However, consumers report another type of value, i.e., egocentric value that needs to be considered in future research for validation. Besides, the implication of the research five years post-publication explores new dimensions of CSR and consumer values, viz. culture, economic conditions, and industry standards for further investigation.