The effect of corporate social responsibility initiatives on brand perception and consumer behavior: A field survey

Abstract

The intricate relationships between Corporate Social Responsibility (CSR) initiatives, brand perception, and consumer behavior have garnered signi􀅫icant attention in the contemporary business landscape. The primary aim of this study is to provide a nuanced understanding of how CSR initiatives in􀅫luence brand perception and consumer behavior. Speci􀅫ically, the research investigates the mediating role of trust and the moderating in􀅫luence of consumer consciousness, aiming to move beyond surface-level exploration and contribute to a more sophisticated understanding of the complexities inherent in these relationships. Employing a comprehensive empirical approach, this research analyzes data collected through questionnaires distributed in three rounds. The study incorporates 250 completed questionnaires, with 230 selected for further analysis. The data is subjected to statistical analysis using SPSS, allowing for a rigorous examination of the proposed relationships. The 􀅫indings of this study reveal intricate patterns in the relationships among CSR initiatives, trust, brand perception, and consumer behavior. The mediating role of trust and the moderating impact of consumer consciousness are illuminated, providing insights into the underlying psychological processes and contingencies that characterize these dynamics. This research contributes to the academic discourse by addressing research gaps and exploring the mediating and moderating factors in CSR dynamics. The signi􀅫icance lies in its potential to enhance theoretical frameworks, offer practical insights for businesses navigating CSR strategies, and contribute to the strategic integration of CSR in contemporary business practices. The study's originality lies in its systematic examination of trust mediation and consumer consciousness moderation, advancing the understanding of CSR's impact on brand perception and consumer behavior.