The Impact of Corporate Social Responsibility on Customer Behaviour and Corporate Image

Abstract

This paper aims to examine the impact of corporate social responsibility (CSR) on customer behaviour and corporate image. A descriptive approach was used to identify key concepts related to the topic, alongside a review of previous research. Our study’s findings suggest that CSR can positively influence consumer behaviour, particularly with respect to purchase-related behaviour. The relationship between CSR and consumer behaviour is affected by firms’ effective commitment to and transparency in the field of CSR, as well as by customers’ perceptions of companies’ CSR activities. 

CSR may also have a positive effect on the company’s image. Furthermore, corporate image can play a mediating role in the relationship between CSR and customer satisfaction. Corporate image has a significant positive effect on customers’ purchase intentions. Customers’ perceptions of a company’s image may be influenced by the experiences of other consumers. 

Based on these results, the study recommends that companies commit to being effective and transparent in their CSR activities, implement them at a high level and communicate them effectively to customers. Additionally, our study contributes to the field by identifying trends in previous research on this topic, thereby helping to bridge the research gap between CSR, consumer behaviour and corporate image. It also opens avenues for researchers to address aspects that still require empirical confirmation. Finally, this article enriches the literature and provides valuable insights for researchers and organisations alike.