How corporate social responsibility can effect on the consumers` attitude and behavior?: a conceptual study

Abstract

Corporate Social Responsibility (CSR) is a marketing tool that significantly affects the consumers` attitude and behavior. The study investigates the positive and negative effects of CSR, consumers` attitude and behavior. Furthermore, examine trust as a mediator between CSR and consumers` attitude and CSR and consumers` behavior also the part of this study. This paper provides companies to understanding regarding the consumers` attitude and behavior about CSR. This study conclude that CSR may be associated with an overall higher performance in positively influence the consumers` attitude and behavior. The CSR is being considered as a showcasing methodology, which adds to the information of administrators and gives more extensive advantages to their organizations by improving an image and building a corporate brand value. The directions in understanding the effect of CSR in fortifying the association with consumers.