The role of corporate social responsibility on consumer decision making in the food maturing market

Abstract

Nowadays in growing and mature markets, one of the most efficient techniques is making diffrentiation. This distinction is achieved by developing the concept of corporate social responsibility (CSR) in products and services. Consequently, the aim of this study is to evaluate the impact of CSR on consumer decision making in the food maturing market. The companies in this market produce frozen, meat and dairy product. This research is an applied descriptive- survey study. The study populations are consumer's food products including dairy, meat and frozen products. Also the sample size was 199. Data was collected from the questionnaire and survey and library methods were also used. For data analysis, tests were used to assess data normality and confirmatory factor and structural equation modeling in LISREL and SPSS. The results indicate that corporate social responsibility in the food maturing markets, both directly and through mediated promotion, has an impact on consumer decision making. However, direct effect of this agent is stronger than the indirect effect.

Keywords

• consumer decision making
• Corporate social responsibility
• mature market