Abstract
The purpose of this study is to empirically test the influence of corporate social responsibility (CSR) on the actual buying behaviour of Indian consumers. For this purpose, responses were collected from 378 Indian consumers. To examine the possible relationship, descriptive statistics and regression are used. The result shows that purchase intention, intended loyalty, and consumers’ trust of socially responsible firms have a positive impact on consumers’ actual buying behaviour. Furthermore, this study highlights that intended loyalty towards a socially responsible firm has a profound influence on the actual buying behaviour of Indian consumers. An immediate managerial implication of the findings suggests that to attract potential consumers, CSR should be integrated with consumers’ marketing mix, given that CSR pays off in the form of better consumer response.
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