The Effectiveness of Corporate Social Responsibility on Consumer Purchase Intention

Abstract

The main aim of the present study is to find out the relationship between Corporate Social Responsibility (CSR) and consumer Purchase Intention with the mediating effect of Perceived Quality. Non-probability purposive sampling technique was used for primary data collection. For this purpose, a sample size of 445 consumers who use Sakthi Masala (cooking masala products) are selected by using a well-designed and pre-tested inventory. The findings show that Corporate Social Responsibility has a significant positive influence on Purchase Intention among the consumers. It is also very clear from this study that Perceived Quality mediate at the relationship between Corporate Social Responsibility and Purchase Intention, which indicates full mediation. Suitable suggestions are given in this study.