Considerations on the influence of corporate social responsibility on consumers' purchasing decisions

Abstract

In the age of globalization and increasing social and environmental awareness, corporate social responsibility (CSR) and commitment to sustainability are becoming increasingly important for companies. These practices are no longer just optional choices but are becoming essential criteria for consumers in their purchasing decisions. In our empirical endeavour, we used document content - and survey analysis as research methods. By employing a qualitative content analysis procedure, we examined and evaluated various campaigns promoting sustainability and philanthropy in relation to different apparel brands. Thus, we identified four such relevant campaigns, designed to emphasize ethical and sustainable values enabling a comprehensive overview of the impact of these marketing strategies on consumer purchasing decisions. Moreover, we statistically analysed how the perceived brand value (i.e., translated into purchasing decision) is influenced by philanthropic and sustainable business practices. Based on our results we draw some relevant conclusions about the impact of CSR campaigns, in general, and on Romanian consumer purchasing behaviour, in particular.

Keywords

• corporate social responsibility
• sustainability
• philanthropy
• consumer-purchasing decisions