Exploring the complexities of CSR and firm performances: Unveiling the relationship between social responsibility, ethical conduct, and consumer perceptions

Abstract

This study investigates the relationship between corporate social responsibility (CSR) and brand perception. It specifically examines how negative attitudes toward CSR activities and emotional contagion influence brand perception. The research focuses on young consumers as the sample population. The findings underscore the significance of CSR in shaping consumer attitudes and emotions toward brands. The results indicate that negative attitudes toward a company's CSR initiatives can exacerbate negative brand perception. Therefore, the study emphasizes the importance of companies demonstrating their dedication to sustainability and environmental stewardship to appeal to environmentally conscious customers. However, the research also acknowledges certain limitations include the geographical sampling size and sampling techniques, which should be taken into consideration.