Heart over Mind? Effect of Perceived CSR on Consumer Buying Behaviour and the Mediating Role of Consumer Emotions

Abstract

Corporate Social Responsibility (CSR) was considered a fad by most business houses and consumers when it started. Today there has been a marginal shift mandated by the CSR law in India. It is now seen as a fee that corporate has to pay to ensure that they comply with the corporate laws. But this ensures that the bare minimum is done. To get organisations to deepen their pockets and more organisations to spend, CSR in itself must appear to be a profitable proposition. This study conducted in the national capital of India shows that consumer perceives CSR in two dimensions- as benefitting the society and benefitting corporate image. This perceived CSR is seen to influence consumer buying behaviour through the mediating influence of consumer emotions.