Randomized trial shows how CSR affects purchasing preferences in consumers, indicating deeper emotional engagement.
Key Points
This study aims to explore the impact of corporate social responsibility on sustainable consumption behaviors, particularly focusing on consumer happiness and corporate image as mediators.
Data collected from 504 customers in Pakistan.
Conceptual model developed based on cognitive consistency theory.
Analyses performed using partial least squares structural equation modeling (PLS-SEM).
CSR has a significant and positive influence on consumer purchasing preferences (P<0.05).
Increased consumer happiness and improved corporate image lead to better purchasing decisions.
Study findings highlight the emotional and perceptual processes driving CSR’s impact on consumer behavior.