The Impact of CSR Activities on Consumer’s Purchase Intentions: A Study of Consumer packed Goods (CPG) Industry of Pakistan

Abstract

This study examines the impact of corporate socially responsible (CSR) activities (using Carroll’s four dimensions) on consumer’s purchase intentions (CPI) in Pakistan’s consumer-packaged goods (CPG) industry. A structured questionnaire is employed and a random sampling technique is used. Furthermore, analysis of data was done through correlation and regression tests. Overall results showed that all the CSR dimensions have an impact on consumer buying intentions except economic and legal responsibilities which have little influence on the purchase intention of Pakistani consumers. This research study is beneficial for managers, practitioners, and strategists to know the attitude of consumers in Pakistan towards CSR and also enable them to plan and implement CSR strategies accordingly.