Open Access Open Access  Restricted Access Subscription or Fee Access
Total views : 570

The Nexus of Corporate Social Responsibility and Consumer Perception : Systematic Review of the Evidence

Affiliations

  • A.J. Institute of Management, Kottara Chowki, Mangalore - 575 006, Karnataka, India
  • Manel Srinivas Nayak Institute of Management (MSNIM), Bondel, Mangalore - 575 008, Karnataka, India
  • Department of Commerce, Manipal Academy of Higher Education (MAHE) Eshwar Nagar, Manipal - 567 104, Karnataka, India

Abstract


This paper aimed to facilitate researchers, academicians, and entrepreneurs to gain insights into the Asian consumer perspectives on corporate social responsibility (CSR) and its future research opportunities. The modus operandi for management review prescribed by Tranfield et al. (2003) was adopted for the present study. Since most research in this area originated from Western countries, it was pertinent to grasp the view of the consumers from the emerging economies in Asiatic countries. Further, PICO and PRISMA guidelines were considered for screening the research articles between 2010 and 2021 conducted in the Asian region. A total of 56 research papers were finalized for the study. It was found that the studies from the Asian region focused on empirical research, primarily conducted in BFSI and hospitality sectors. The orientation of people from the countries of the Asiatic region varied based on cultural and religious factors.

Keywords

Corporate Social Responsibility, Consumer Behavior, Asia, Systematic Literature Review.

Paper Submission Date : May 15, 2021 ; Paper sent back for Revision : February 10, 2022 ; Paper Acceptance Date : May 5, 2022; Paper Published Online : July 15, 2022.


Full Text:

 |  (PDF views: 1)

References


  • Ajina, A. S., Japutra, A., Nguyen, B., Syed Alwi, S. F., & Al-Hajla, A. H. (2019). The importance of CSR initiatives in building customer support and loyalty : Evidence from Saudi Arabia. Asia Pacific Journal of Marketing and Logistics, 31(3), 691–713. https://doi.org/10.1108/APJML-11-2017-0284

  • Alawamleh, M., & Giacaman, S. (2021). Corporate social responsibility impacts on Palestinian and Jordanian consumer purchasing. International Journal of Organizational Analysis, 29(4), 891–919. https://doi.org/10.1108/IJOA-03-2020-2109

  • Ali, I., Rehman, K. U., Yilmaz, A. K., Nazir, S., & Ali, J. F. (2010). Effects of corporate social responsibility on consumer retention in cellular industry in Pakistan. African Journal of Business Management, 4(4), 475 – 485. https://doi.org/10.5897/AJBM.9000245

  • Anuar, M. M., & Mohamad, O. (2012). Consumer response to cause-related marketing: A case of Malaysia. Journal of Asian Business Strategy, 2(4), 71–76. https://archive.aessweb.com/index.php/5006/article/view/4024

  • Becker-Olsen, K. L., Cudmore, B. A. & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46–53. https://doi.org/10.1016/j.jbusres.2005.01.001

  • Behal, V., & Gupta, M. (2022). Reporting of corporate social responsibility practices: An evidence from Indian BSE-listed companies. Prabandhan: Indian Journal of Management, 15(3), 42–58. https://doi.org/10.17010/pijom/2022/v15i3/165633

  • Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9–24. https://doi.org/10.2307/41166284

  • Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68–84. https://doi.org/10.2307/1252190

  • Butt, I. (2016). Corporate social responsibility and consumer buying behavior in emerging market: A mixed method study. International Journal of Business and Management, 11(7), 211–222. https://doi.org/10.5539/ijbm.v11n7p211

  • Butt, I., Mukerji, B., & Uddin, M. H. (2019). The effect of corporate social responsibility in the environment of high religiosity: An empirical study of young consumers. Social Responsibility Journal, 15(3), 333–346. https://doi.org/10.1108/SRJ-11-2016-0190

  • Chang, Y.-H., & Yeh, C.-H. (2017). Corporate social responsibility and customer loyalty in intercity bus services. Transport Policy, 59, 38–45. https://doi.org/10.1016/j.tranpol.2017.07.001

  • Cheron, E. (2010). Perception of cause-related marketing : Preliminary comparison of Western and Japanese consumers. Sophia International Review, 32, 1–17.

  • Chomvilailuk, R., & Butcher, K. (2010). Enhancing brand preference through corporate social responsibility initiatives in the Thai banking sector. Asia Pacific Journal of Marketing and Logistics, 22(3), 397 – 418. https://doi.org/10.1108/13555851011062296

  • Chubchuwong, M. (2019). The impact of CSR satisfaction on destination loyalty: A study of MICE travelers in Thailand. Asia Pacific Journal of Tourism Research, 24(2), 168–179. https://doi.org/10.1080/10941665.2018.1556711

  • Dang, V. T., Nguyen, N., & Wang, J. (2020). Consumers' perceptions and responses towards online retailers' CSR. International Journal of Retail & Distribution Management, 48(12), 1277–1299. https://doi.org/10.1108/IJRDM-10-2019-0339

  • Engizek, N., & Yasin, B. (2017). How CSR and overall service quality lead to affective commitment: Mediating role of company reputation. Social Responsibility Journal, 13(1), 111–125. https://doi.org/10.1108/SRJ-09-2015-0135

  • Fatma, M., Rahman, Z., & Khan, I. (2015). The role of CSR as a determinant of consumer responses in financial sector. Decision, 42(4), 393–401. https://doi.org/10.1007/s40622-015-0108-y

  • Fatma, M., & Rahman, Z. (2015). Consumer perspective on CSR literature review and future research agenda. Management Research Review, 38(2), 195–216. https://doi.org/10.1108/MRR-09-2013-0223

  • Fatma, M., Khan, I., & Rahman, Z. (2016a). The effect of CSR on consumer behavioral responses after service failure and recovery. European Business Review, 28(5), 583–599. https://doi.org/10.1108/EBR-11-2015-0134

  • Fatma, M., Khan, I., & Rahman, Z. (2016b). How does corporate association influence consumer brand loyalty? Mediating role of brand identification. Journal of Product & Brand Management, 25(7), 629 – 641. https://doi.org/10.1108/JPBM-07-2015-0932

  • Fatma, M., Rahman, Z., & Khan, I. (2016). Measuring consumer perception of CSR in tourism industry: Scale development and validation. Journal of Hospitality and Tourism Management, 27, 39–48. https://doi.org/10.1016/j.jhtm.2016.03.002

  • Fatma, M., Khan, I., & Rahman, Z. (2018). CSR and consumer behavioral responses: The role of customer-company identification. Asia Pacific Journal of Marketing and Logistics, 30(2), 460–477. https://doi.org/10.1108/APJML-01-2017-0017

  • Fatma, M., Ruiz, A. P., Khan, I., & Rahman, Z. (2020). The effect of CSR engagement on eWOM on social media. International Journal of Organizational Analysis, 28(4), 941–956. https://doi.org/10.1108/IJOA-10-2019-1895

  • Goyal, P., & Chanda, U. (2017). A Bayesian network model on the association between CSR, perceived service quality and customer loyalty in Indian banking industry. Sustainable Production and Consumption, 10, 50–65. https://doi.org/10.1016/j.spc.2016.12.001

  • Gupta, M., & Hodges, N. (2012). Corporate social responsibility in the apparel industry : An exploration of Indian consumers' perceptions and expectations. Journal of Fashion Marketing and Management, 16(2), 216–233. https://doi.org/10.1108/13612021211222833

  • Han, H., Yu, J., & Kim, W. (2019). Environmental corporate social responsibility and the strategy to boost the airline's image and customer loyalty intentions. Journal of Travel & Tourism Marketing, 36(3), 371 – 383. https://doi.org/10.1080/10548408.2018.1557580

  • He, H., & Li, Y. (2011). CSR and service brand: The mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics, 100, 673–688. https://doi.org/10.1007/s10551-010-0703-y

  • Hong Sharon Yam, L., & Stanley Mcgreal, W. (2010). House-buyers' expectations with relation to corporate social responsibility for Malaysian housing. International Journal of Housing Markets and Analysis, 3(2), 132–145. https://doi.org/10.1108/17538271011049759

  • Huang, M.-H., Cheng, Z.-H., & Chen, I.-C. (2017). The importance of CSR in forming customer–company identification and long-term loyalty. Journal of Services Marketing, 31(1), 63–72. https://doi.org/10.1108/JSM-01-2016-0046

  • Hur, W.-M., & Kim, Y. (2017). How does culture improve consumer engagement in CSR initiatives ? The mediating role of motivational attributions. Corporate Social Responsibility and Environmental Management, 24(6), 620 – 633. https://doi.org/10.1002/csr.1432

  • Hur, W.-M., Moon, T.-W., & Kim, H. (2020). When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment. Journal of Brand Management, 27, 421 – 437. https://doi.org/10.1057/s41262-020-00190-x

  • Isa, S. M., Chin, P. N., & Liew, I. (2020). Exploring the role of corporate social responsibility skepticism in ethical purchase intention. Social Responsibility Journal, 16(2), 291–307. https://doi.org/10.1108/SRJ-01-2018-0003

  • Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty : The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123–135. https://doi.org/10.1016/j.spc.2020.07.019

  • Jamali, D., & Karam, C. (2018). Corporate social responsibility in developing countries as an emerging field of study. International Journal of Management Reviews, 20(1), 32–61. https://doi.org/10.1111/ijmr.12112

  • Jamali, D., & Mirshak, R. (2007). Corporate social responsibility (CSR): Theory and practice in a developing country context. Journal of Business Ethics, 72, 243–262. https://doi.org/10.1007/s10551-006-9168-4

  • Jose, S., Khare, N., & Buchanan, F. R. (2015). Serving the poor : Captive market CSR and repurchase intention. International Journal of Bank Marketing, 33(3), 316–329. https://doi.org/10.1108/IJBM-07-2014-0102

  • Kang, B., & Sivadas, E. (2018). Corporate social responsibility and word - of - mouth intentions. Indian Journal of Marketing, 48(4), 7–20. https://doi.org/10.17010/IJOM/2018/V48/I4/122622

  • Khan, Z., Ferguson, D., & Pérez, A. (2015). Customer responses to CSR in the Pakistani banking industry. International Journal of Bank Marketing, 33(4), 471–493. https://doi.org/10.1108/IJBM-07-2014-0097

  • Kim, J. (Sunny), Song, H. J., Lee, C.-K., & Lee, J. Y. (2017). The impact of four CSR dimensions on a gaming company's image and customers' revisit intentions. International Journal of Hospitality Management, 61, 73 – 81. https://doi.org/10.1016/j.ijhm.2016.11.005

  • KPMG. (2005). KPMG international survey of corporate responsibility reporting 2005. KPMG global sustainability services. http://www.theiafm.org/publications/243_International_Survey_Corporate_Responsibility_2005.pdf

  • KPMG. (2013). The KPMG survey of corporate responsibility reporting. https://home.kpmg.com/be/en/home/insights/2013/12/kpmg-survey-corporateresponsibility-reporting-20 13.html

  • Kucukusta, D., Mak, A., & Chan, X. (2013). Corporate social responsibility practices in four and five-star hotels: Perspectives from Hong Kong visitors. International Journal of Hospitality Management, 34, 19 – 30. https://doi.org/10.1016/j.ijhm.2013.01.010

  • Laheri, V. K. (2020). Moderating effect of facilitators and barriers for purchase of green products in India. Indian Journal of Marketing, 50(3), 7–21. https://doi.org/10.17010/ijom/2020/v50/i3/151026

  • Lee, C.-Y., Chang, W.-C., & Lee, H.-C. (2017). An investigation of the effects of corporate social responsibility on corporate reputation and customer loyalty – Evidence from the Taiwan non-life insurance industry. Social Responsibility Journal, 13(2), 355–369. https://doi.org/10.1108/SRJ-01-2016-0006

  • Lee, J., & Lee, Y. (2015). The interactions of CSR, self-congruity and purchase intention among Chinese consumers. Australasian Marketing Journal, 23(1), 19–26. https://doi.org/10.1016/j.ausmj.2015.01.003

  • Lee, J., & Lee, Y. (2018). Effects of multi-brand company's CSR activities on purchase intention through a mediating role of corporate image and brand image. Journal of Fashion Marketing and Management, 22(3),387 – 403. https://doi.org/10.1108/JFMM-08-2017-0087

  • Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45, 348–358. https://doi.org/10.1016/j.jhtm.2020.09.002

  • Lii, Y.-S., & Lee, M. (2012). Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of Business Ethics, 105, 69–81. https://doi.org/10.1007/s10551-011-0948-0

  • Liu, M. T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2020). How CSR influences customer behavioural loyalty in the Chinese hotel industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 1–22. https://doi.org/10.1108/APJML-04-2018-0160

  • Lu, T., Wei, X., & Li, K. (2015). Consumer responses to corporate social responsibility programs: The influence of company-cause fit and consumer involvement. Nankai Business Review International, 6(4), 364 – 380. https://doi.org/10.1108/NBRI-03-2014-0021

  • Maignan, I., Ferrell, O. C., & Hult, G. T. M. (1999). Corporate citizenship: Cultural antecedents and business benefits. Journal of the Academy of Marketing Science, 27, Article 455. https://doi.org/10.1177/0092070399274005

  • Majeed, R. A., & Sriram, K. V. (2019). Determining the best advertising medium for a footwear company: A case study. Indian Journal of Marketing, 49(5), 21–32. https://doi.org/10.17010/ijom/2019/v49/i5/144022

  • Mandhachitara, R., & Poolthong, Y. (2011). A model of customer loyalty and corporate social responsibility. Journal of Services Marketing, 25(2), 122–133. https://doi.org/10.1108/08876041111119840

  • Master Card. (2015). Emerging markets more likely to shop ethically than developed markets (Press Release). http://news.mstr.cd/1MwUBv6

  • Mostafa, R. B., & ElSahn, F. (2016). Exploring the mechanism of consumer responses to CSR activities of Islamic banks: The mediating role of Islamic ethics fit. International Journal of Bank Marketing, 34(6), 940 – 962. https://doi.org/10.1108/IJBM-11-2015-0179

  • Muflih, M. (2021). The link between corporate social responsibility and customer loyalty: Empirical evidence from the Islamic banking industry. Journal of Retailing and Consumer Services, 61, Article 102558. https://doi.org/10.1016/j.jretconser.2021.102558

  • Nandan, S., & Nandan, M. (2014). Aligning core brand values (CBV) and corporate social responsibility (CSR) to enhance corporate brand equity (CBE): A non - monetary approach. Indian Journal of Marketing, 44(8), 21–31. https://doi.org/10.17010/ijom/2014/v44/i8/80126

  • Paluri, R. A., & Mehra, S. (2018). Influence of bank's corporate social responsibility (CSR) initiatives on consumer attitude and satisfaction in India. Benchmarking: An International Journal, 25(5), 1429–1446. https://doi.org/10.1108/BIJ-01-2017-0010

  • Park, E. (2019). Corporate social responsibility as a determinant of corporate reputation in the airline industry. Journal of Retailing and Consumer Services, 47, 215–221. https://doi.org/10.1016/j.jretconser.2018.11.013

  • Park, E., Kim, K. J., & Kwon, S. J. (2017). Corporate social responsibility as a determinant of consumer loyalty : An examination of ethical standard, satisfaction, and trust. Journal of Business Research, 76, 8–13. https://doi.org/10.1016/j.jbusres.2017.02.017

  • Pew Research Center. (2008). Unfavorable views of Jews and Muslims on the increase in Europe. https://www.pewresearch.org/global/2008/09/17/unfavorable-views-of-jews-and-muslims-on-the-increase-in-europe/

  • Pradhan, S. (2018). Role of CSR in the consumer decision making process - The case of India. Social Responsibility Journal, 14(1), 138 – 158. https://doi.org/10.1108/SRJ-06-2016-0109

  • Pratihari, S. K., & Uzma, S. H. (2018). CSR and corporate branding effect on brand loyalty: A study on Indian banking industry. Journal of Product & Brand Management, 27(1), 57–78. https://doi.org/10.1108/JPBM-05-2016-1194

  • Ramesh, G., & Peswani, S. (2017). An analytical study of corporate social responsibility spending by companies based on government of India's CSR mandate. Prabandhan: Indian Journal of Management, 10(3), 35–52. https://doi.org/10.17010/pijom/2017/v10i3/111425

  • Ramesh, K., Saha, R., Goswami, S., Sekar, & Dahiya, R. (2019). Consumer's response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377 – 387. https://doi.org/10.1002/csr.1689

  • Rokeach, M. (1969). Part I. Value systems in religion. Review of Religious Research, 11(1), 3–23. https://doi.org/10.2307/3510550

  • Saju, B., & Rajan, K. R. (2014). Impact of corporate social responsibility on customer loyalty and the mediating role of affective identification. Indian Journal of Marketing, 44(9), 7–19. https://doi.org/10.17010/ijom/2014/v44/i9/80119

  • Sen Gupta, S., & Wadera, D. (2021). Impact of cause-affinity and CSR fit on consumer purchase intention. Society and Business Review, 16(1), 26–50. https://doi.org/10.1108/SBR-01-2020-0012

  • Shankar, A., & Yadav, R. (2021). Understanding the impact of CSR domain on brand relationship quality. Marketing Intelligence & Planning, 39(4), 559–573. https://doi.org/10.1108/MIP-10-2020-0442

  • Sheikh, S., & Beise - Zee, R. (2011). Corporate social responsibility or cause-related marketing ? The role of cause specificity of CSR. Journal of Consumer Marketing, 28(1), 27–39. https://doi.org/10.1108/07363761111101921

  • Shetty, A., & Basri, S. (2017). Sales behavioral intentions of distribution channels in the insurance industry: A systematic review. Indian Journal of Marketing, 47(12), 19–35. https://doi.org/10.17010/ijom/2017/v47/i12/119899

  • Shetty, A., & Basri, S. (2018). Relationship orientation in banking and insurance services – A review of the evidence. Journal of Indian Business Research, 10(3), 237–255. https://doi.org/10.1108/JIBR-10-2017-0176

  • Shetty, S., Chaudhuri, M., & Shetty, A. (2021). The influence of cause-related marketing on millennials' purchase intentions: Evidence of CSR from an emerging economy. Gadjah Mada International Journal of Business, 23(2), 137–154. https://doi.org/10.22146/gamaijb.55069

  • Singh, A., & Verma, P. (2016). Consumer psychology towards corporate social initiatives: An empirical investigation. Prabandhan: Indian Journal of Management, 9(3), 32–42. https://doi.org/10.17010/pijom/2016/v9i3/89179

  • Singh, R., & Malla, S. S. (2017). Does corporate social responsibility matter in buying behaviour? — A study of Indian consumers. Global Business Review, 18(3), 781–794. https://doi.org/10.1177/0972150917692206

  • South Asia sluggish on CSR: ILO study. (2017, October 13). The CSR Journal. https://thecsrjournal.in/south-asia-sluggish-csr-ilo-study/

  • Srinaruewan, P., Binney, W., & Higgins, C. (2015). Consumer reactions to corporate social responsibility (CSR) in Thailand: The moderating effect of competitive positioning. Asia Pacific Journal of Marketing and Logistics, 27(4), 628 – 652. https://doi.org/10.1108/APJML-10-2014-0151

  • Su, L., Pan, Y., & Chen, X. (2017). Corporate social responsibility: Findings from the Chinese hospitality industry. Journal of Retailing and Consumer Services, 34, 240–247. https://doi.org/10.1016/j.jretconser.2016.10.013

  • Su, L., Swanson, S. R., & Chen, X. (2015). Social responsibility and reputation influences on the intentions of Chinese Huitang Village tourists : Mediating effects of satisfaction with lodging providers. International Journal of Contemporary Hospitality Management, 27(8), 1750–1771. https://doi.org/10.1108/IJCHM-06-2014-0305

  • Su, L., Swanson, S. R., & Hsu, M. (2018). Tourists' social responsibility perceptions of an urban destination in China: The mediating role of consumption emotions. Journal of China Tourism Research, 14(3), 310 – 333. https://doi.org/10.1080/19388160.2018.1490679

  • Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility (CSR) in China. Journal of Business Ethics, 101, 197 – 212. https://doi.org/10.1007/s10551-010-0716-6

  • Tingchi Liu, M., Anthony Wong, I., Rongwei, C., & Tseng, T.-H. (2014). Do perceived CSR initiatives enhance customer preference and loyalty in casinos? International Journal of Contemporary Hospitality Management, 26(7), 1024 – 1045. https://doi.org/10.1108/IJCHM-05-2013-0222

  • Tingchi Liu, M., Anthony Wong, I., Shi, G., Chu, R., & Brock, J. L. (2014). The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of Services Marketing, 28(3), 181–194. https://doi.org/10.1108/JSM-09-2012-0171

  • Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207 – 222. https://doi.org/10.1111/1467-8551.00375

  • Urip, S. (2010). CSR strategies: Corporate social responsibility for a competitive edge in emerging markets. John Wiley & Sons.

  • Wan, L. C., Poon, P. S., & Yu, C. (2016). Consumer reactions to corporate social responsibility brands: The role of face concern. Journal of Consumer Marketing, 33(1), 52–60. https://doi.org/10.1108/JCM-03-2013-0493

  • Wang, C. - C. (2020). Corporate social responsibility on customer behaviour: The mediating role of corporate image and customer satisfaction. Total Quality Management & Business Excellence, 31(7 – 8), 742–760. https://doi.org/10.1080/14783363.2018.1444985

  • Wongpitch, S., Minakan, N., Powpaka, S., & Laohavichien, T. (2016). Effect of corporate social responsibility motives on purchase intention model: An extension. Kasetsart Journal of Social Sciences, 37(1), 30–37. https://doi.org/10.1016/j.kjss.2016.01.010

  • Xu, Y. (2014). Understanding CSR from the perspective of Chinese diners: The case of McDonald's. International Journal of Contemporary Hospitality Management, 26(6), 1002–1020. https://doi.org/10.1108/IJCHM-01-2013-0051

  • Yeo, A. C.-M., Lee, S. X.-M., & Carter, S. (2018). The influence of an organisation's adopted corporate social responsibility constructs on consumers' intended buying behaviour : A Malaysian perspective. Social Responsibility Journal, 14(3), 448–468. https://doi.org/10.1108/SRJ-05-2016-0082


Purchase Url


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.