Consumer Responses to CSR Activities in Pakistan: A Link between Increased Awareness and Increased Profits

Abstract

This study was aimed towards investigating the consumers’ responses towards Corporate Social Responsibility (CSR) in Pakistan and finds the relationship between increasing awareness of the consumers regarding CSR activities and its impact on increasing profits of the firm implementing these activities. This study examined the link between marketing of CSR by the firm and the purchase intention of a consumer as well as to probe how CSR activities could encourage a consumer to be a better and responsible citizen towards the society. Finally, the study aimed towards seeing the legal aspect of following the government policy of undertaking CSR activities which ultimately increases the corporate image of the firm. The study was examined quantitatively through questionnaire. The results of the quantitative analysis showed that consumers are generally aware about CSR; however it did not have a consistent effect on the purchase intentions. Yet, it is recommended that firms should legally undertake CSR activities and properly report and communicate them to the consumers to increase awareness as well as encourage them to demonstrate their responsibility towards the society, which ultimately will lead to increased corporate image and increased profitability.