Author(s) :   Dr. Doa Naqvi¹, Mukhtar Ahmad²

Abstract:
Corporate Social Responsibility (CSR) has emerged as a critical factor influencing consumer behaviour in the modern marketplace. This study explores the impact of CSR on purchase intention from a consumer perspective, focusing on the mediating roles of satisfaction, brand image, brand loyalty, perceived CSR, and perceived reputation. A quantitative research method is used to collect data from 400 respondents in Lucknow, India, and analysed using structural equation modelling (SEM). The findings reveal that perceived CSR significantly influences purchase intention, with satisfaction, brand image, and brand loyalty acting as key mediators. Additionally, perceived reputation plays a crucial role in shaping consumer attitudes toward socially responsible brands. The study provides valuable insights for businesses aiming to leverage CSR initiatives to enhance consumer satisfaction, build brand loyalty, and improve purchase intention.

Keywords: Corporate Social Responsibility (CSR), Purchase Intention, Consumer Satisfaction, Brand Image, Brand Loyalty, Perceived Reputation, Consumer Behaviour.

DOI : 10.61161/ijarcsms.v12i3.6

Pages : 47-51

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