The Impact of Corporate Social Responsibility on Consumer Preference: A Structural Equation Analysis

Nowadays, environmental and social problems are very important for modern consumers and firms, which cannot operate only in accordance with the logic of profit. In this paper, by administering a questionnaire to consumers, we have tried to assess the impact of the solidarity of responsible initiatives on consumer preferences: the conclusions are also a matter for thought for further discussion. The investigation was conducted through a sample size survey. The analysis was carried out considering a representative sample of more than 300 families, selected on a functional relation to the objectives of the work in one of the most important and representative Italian cities. This study has two main aims: to investigate consumer preferences regarding responsible initiatives of a company; and to develop and validate a structural equation model, in order to formalize the origins of behaviours regarding consumer preferences towards responsible initiatives and detect the drivers of their purchase.