IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER PURCHASE INTENTION: A MARKETING PERSPECTIVE

Abstract

Corporate Social Responsibility (CSR) has emerged as a significant strategic tool in modern marketing, influencing how consumers perceive brands and make purchase decisions. In an increasingly competitive and socially conscious marketplace, consumers are not only concerned with product quality and price but also with a company’s ethical behavior, social commitment, and environmental responsibility. This study examines the impact of Corporate Social Responsibility initiatives on consumer purchase intention from a marketing perspective. It explores how different dimensions of CSR—economic, legal, ethical, and philanthropic responsibilities—shape consumer attitudes, brand trust, and loyalty, ultimately influencing buying behavior. The study also highlights the role of CSR communication in enhancing brand image and strengthening consumer–brand relationships. The findings suggest that well-integrated and transparently communicated CSR practices positively affect consumer purchase intention, providing firms with both social value and competitive advantage. The research underscores the importance of aligning CSR strategies with consumer expectations to achieve sustainable marketing outcomes.