Paper Details

Name: Ishita Shukla, N. Balasubramanian
Country: India

Year: 2025
Volume: Special Issue: Volume-12, Issue-1, Year: 2025 (January-June)
Page Number: 53-62
DOI: https://doi.org/10.5281/zenodo.15356656

Corporate Social Responsibility (CSR) has become a significant driver of consumer
behaviour across industries. This study offers a comparative analysis of its effectiveness,
exploring CSR's influence on consumer preferences in the Fast-Moving Consumer Goods
(FMCG), healthcare, and education sectors. Using a sample of 200 respondents, the research
applies descriptive statistics, ANOVA, Chi-Square tests, and multiple regression analysis to
evaluate CSR awareness, its impact on purchasing decisions, and consumer loyalty. The
results indicate that CSR awareness is highest in healthcare (78%), followed by education
(72%) and FMCG (68%). Ethical business practices and patient welfare programs strongly
influence consumer trust and loyalty in healthcare. In education, scholarships and community
development initiatives significantly impact decision-making. Conversely, while
sustainability efforts in FMCG, such as eco-friendly packaging, are appreciated, price and
product quality remain primary factors. A Chi-Square test (p = 0.013) confirms a statistically
significant link between CSR and consumer loyalty, while regression analysis (R² = 0.62)
suggests that CSR initiatives account for 62% of consumer preference variance. The findings
underscore the need for industry-specific CSR strategies to maximize consumer engagement
and brand perception. Businesses that align CSR efforts with sector-specific consumer values
can enhance trust, loyalty, and long-term success. This study provides actionable insights for
companies seeking to refine their CSR approaches to better resonate with consumers in
different industries.
Keywords: Corporate Social Responsibility (CSR), Consumer Preferences, FMCG,
Healthcare, Education, Brand Loyalty.