BALANCING ACTS: CORPORATE SOCIAL RESPONSIBILITY IN THE MARKETING MIX

Abstract

This research paper examines the role of Corporate Social Responsibility (CSR) as a marketing strategy, focusing on its impact on consumer behavior and brand loyalty. CSR involves businesses adopting ethical and sustainable practices, and integrating it into marketing has become increasingly prevalent. The study aims to investigate whether CSR effectively serves as a marketing tool to enhance brand image and attract socially conscious consumers.

Using a quantitative survey with 200 respondents, we measured CSR awareness, brand loyalty, and consumer behavior. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS) to draw meaningful conclusions.

The findings reveal a significant rise in CSR awareness among consumers, highlighting its growing importance in their decision-making process. Additionally, we identified a positive relationship between CSR awareness and brand loyalty, suggesting that CSR positively influences consumer perceptions of brands.

Furthermore, both CSR awareness and brand loyalty significantly impact consumer behavior. Consumers exposed to CSR-driven marketing demonstrate more positive consumer behavior. Segmentation based on CSR awareness levels shows that higher CSR awareness correlates with increased brand loyalty and positive consumer behavior.

In conclusion, this research emphasizes the potential benefits of using CSR as a marketing strategy. Companies can leverage CSR initiatives to cultivate socially responsible brand images, attract socially conscious consumers, and foster brand loyalty. However, we acknowledge limitations in the study, such as potential bias from data. Further research is needed to explore diverse contexts and stakeholder perspectives.

Keywords: Corporate Social Responsibility (CSR), Marketing Strategy, Consumer Behaviour, Brand Loyalty, CSR Awareness, Ethical Business Practices, Sustainable Business, Socially Responsible Branding, Consumer Perception, Brand Image, CSR Initiatives, Social Impact, Sustainable Marketing, Stakeholders, Consumer Attitudes, Business Ethics, Socially Conscious Consumers.