CORPORATE SOCIAL RESPONSIBILITY IN PAKISTAN: MIMICRY OF THE WEST OR A MILESTONE GUIDING CONSUMER BEHAVIOR?
Owing to the fact that the corporate social responsibility (CSR) activities initiated by the firms have gained enough momentum in the developed countries, whereas the impact of such activities on customers’ buying behavior in the developing countries is however underexplored. This study strives to explore the relationship between CSR and consumer-buying behavior in the context of the fast food industry, the second largest industry of the country having 180 million consumers. Based upon the theoretical foundations of Social identity theory, the study offers and validates a unique model which takes into account the mediating role of corporate image between the relationship of CSR and consumer buying behavior. Using a sample size of 1500 from five major cities of Pakistan, the structural equation modeling reveals that CSR has a significant positive effect on the consumer buying behavior and corporate image mediates the CSR and consumer behavior nexus. This study provides empirical evidence for the firms by verifying the influence of corporate social responsibility as a major deciding factor to gather the long term patronage of the customers as an organizational objective in the fast food industry of a developing country
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