Influence of corporate social responsibility on bottom of the pyramid consumers' purchase intention

Abstract

Corporate social responsibility has become one of the key strategic tools for a business organisation for sustaining and maintaining long-term profitability and growth. Although the influences of corporate social responsibility on consumer behaviour have been widely studied, very few studies have attempted to examine the role of corporate social responsibility on consumer behaviour, specifically for the consumers from the bottom of the pyramid (BoP). Thus, to contribute to the scarcity of literature, this is the first study that investigates how the dimensions of corporate social responsibility influence the purchase intention of the consumers from the BoP. The results of the empirical study reveal that among the dimensions of corporate social responsibility, legal responsibilities, ethical responsibilities, and philanthropic responsibilities have significant influences on the purchase intention of the consumers from the BoP. However, no significant influences of economic responsibilities and environmental responsibilities on the purchase intention of the consumers from the BoP were observed.