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Impact of Consumer Expectations on their Involvement in CSR Initiatives


Affiliations
1 School of Business, University of Petroleum and Energy Studies, Dehradun, India
2 Jaipuria institute of Management, Noida, UP, India
     

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The companies aiming for building reputation via CSR initiatives among customers are getting more transparent about their social initiatives and try to turn every stone to build emotional bonding with consumers. But the results generally do not match the expectations as most of the consumers do not show willingness to support the CSR initiatives of companies. This research paper has tried to investigate the reason behind this disinterest. It has tried to explore the current level of respondents' corroboration in supporting any firm's CSR initiatives; respondents' preferred CSR domains that they expect companies to invest in and further tried to measure the shift in intention to patronize the brand that invests in their chosen CSR domain. The research was descriptive and experimental in nature and a data of 162 respondents was finally incorporated for analysis that was collected from National Capital Region (India). The research concluded that if companies invest in consumers' chosen CSR domain then they are ready to help via paying premium prices, positive word of mouth and referring products to others.

Keywords

Brand Patronization, Consumer Expectations, CSR Initiatives, Preferred CSR Domain, CSR Strategies.
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  • Impact of Consumer Expectations on their Involvement in CSR Initiatives

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Authors

Teena Saharan
School of Business, University of Petroleum and Energy Studies, Dehradun, India
Nidhi Singh
Jaipuria institute of Management, Noida, UP, India

Abstract


The companies aiming for building reputation via CSR initiatives among customers are getting more transparent about their social initiatives and try to turn every stone to build emotional bonding with consumers. But the results generally do not match the expectations as most of the consumers do not show willingness to support the CSR initiatives of companies. This research paper has tried to investigate the reason behind this disinterest. It has tried to explore the current level of respondents' corroboration in supporting any firm's CSR initiatives; respondents' preferred CSR domains that they expect companies to invest in and further tried to measure the shift in intention to patronize the brand that invests in their chosen CSR domain. The research was descriptive and experimental in nature and a data of 162 respondents was finally incorporated for analysis that was collected from National Capital Region (India). The research concluded that if companies invest in consumers' chosen CSR domain then they are ready to help via paying premium prices, positive word of mouth and referring products to others.

Keywords


Brand Patronization, Consumer Expectations, CSR Initiatives, Preferred CSR Domain, CSR Strategies.

References