Relationship of Corporate Social Responsibility and Impulse Buying: Role of Corporate Reputation and Consumer Company Identification

Abstract

This study aims to explore the influence of CSR on consumers' impulse buying behavior and examine the most dominant practices for CSR, which stimulate the consumers for impulse buying with the mediation effect of corporate reputation and consumer company identification. Because corporate social responsibility is an important source of significant transformation in society. The intention of this change is to consumers' reactions in response to CSR implications. Developed a set of hypotheses to check the affiliation of impulse buying with CSR practices. Primary data were collected and analyzed using CFA to determine the construct's interrelation and structural equation modeling to test the proposed hypothesis. The results demonstrate that CSR practices influence consumers' impulse buying behavior positively. Further, c–c relationship/identification plays a vital role in corporate reputation. As a result of CSR practices, c–c identification and corporate reputation encourage consumers toward impulse buying. Social well-being actions directly affect the impulse-buying behavior of consumers due to the perception of the socially responsible firm. The awareness of CSR practices and positive influence on consumer buying behavior motivate companies to act, which is constructive for social development, environmental well-being, and stakeholders' personal lives. These sustainable implementations replicate the determination that expands corporate social responsibility to defend the enterprise's image and economic benefits. These measures and decisions largely influence consumer buying behavior. The analysis clarifies that the CSR practices of the firm influence the consumer buying behavior and invite them for acquiring the product without any consideration of purchasing significance due to the sense of a socially responsible firm. It also provides the means and directions to invest in dynamic rehearses, which expand the image, firm performance, and advancement of the social order. Keywords: CSR, impulse buying, C-C identification, firms, corporate reputation, social well-being, environmental well-being, economic well-being.