The Impact of CSR Initiatives on Consumer Buying Behaviour in the FMCG Industry: An Empirical Analysis

Abstract

In today's increasingly conscientious marketplace, price, and product features are no longer the only factors influencing buyers. Consumers are also increasingly factoring in a company's ethical conduct and social responsibility when purchasing decisions. The growth in consumer consciousness has led companies, particularly in the highly competitive FMCG sector, to integrate CSR into their core business strategies, including their promotional activities. This study investigates the role of Corporate Social Responsibility and how its initiatives influence consumer buying behaviour. The FMCG sector characterized by high competition and consumer sensitivity. Research shows that it is the companies that goes through the CSR channel of which the consumers most want to patronize because by doing that, they form trustworthiness and dependability of business which has an effect to the consumers’ ways of buying.