Abstract:

One of the most important factors affecting customer behaviour in the contemporary marketplace is corporate social responsibility, or CSR. This study examines how CSR affects consumers' intentions to make purchases, with a particular emphasis on the mediating functions of perceived CSR, perceived reputation, brand image, brand loyalty, and satisfaction. 400 respondents in Jaipur, India, provided data for the study, which used a quantitative research approach. Structural equation modelling (SEM) was used for analysis. The results show that purchase intention is highly influenced by perceived CSR, with brand loyalty, brand image, and satisfaction serving as important mediators. Perceived reputation also has a significant impact on how consumers feel about brands that practise social responsibility. The report offers useful information for companies looking to use CSR programs to increase customer happiness, foster brand loyalty, and boost buy intent.

Keywords:

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

Country: India

DOI: https://doi.org/10.61161/ijarcsms.v13i2.1

Pages: 1-5

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