Corporate Social Responsibility and Consumer Behavior: A Review and Future Direction

Abstract

The aim of this review is to know the impact of the CSR initiatives on consumer behaviour. The research papers focusing on perception, attitude and various other characteristics of a consumer regarding corporate social responsibility are selected for review. The investigation is done through an analysis of 45 empirical articles found in nine primary journals. Taxonomy is developed based on the analysis. A conceptual model of consumer behaviour to CSR is presented and discussed in light of existing empirical studies. Areas for further research are discussed. Keywords: Corporate Social Responsibility (CSR), Consumer Attitude, Consumer Perception, Consumer Behaviour, Consumer Purchase.