Consumer Responses to Corporate Social Responsibility Practices in the Multichannel Technology Retail Sector: Insights Into Brand Attitude, Admiration, and the Moderating Role of Skepticism

Abstract

In general, consumers show a growing interest in business activities that go beyond the strictly economic, such as environmental and social initiatives. Thus, implementing Corporate Social Responsibility (CSR) practices in companies has gained relevance in recent years. This study analyzed how the perception of CSR affects consumer attitude in the multichannel technology retail sector. A quantitative research approach was employed to analyze primary data, which enabled the testing of hypotheses by estimating a structural equation model. The results confirmed that CSR initiatives have a direct and positive impact on consumer behavior, which contributes to a deeper understanding of the link and guides companies toward implementing CSR policies to improve their outcomes. Additionally, it is identified that consumer skepticism moderates the relationship between perceived CSR and brand attitude, highlighting the importance of transparency and authenticity in communicating information about CSR practices.