The Study of Consumer Perception on Corporate Social Responsibility towards Consumers Attitude and Purchase Behavior

Abstract

In today's competitive conditions which many of competitive indices of companies are similar, corporate social responsibility and morality have found a special place. Environmental issues like environmental pollution, greenhouse gases, ozone depletion, paying more attention to humanitarian (philanthropic) activities, morality, and economic issues and etc. make the importance of corporate social responsibility more prominent, so it can be used as a factor for developing a positive attitude to the product by the customers, thereby you can benefit from the market by making yourself different than other competitors and gaining the competitive advantage in order to increase the market share. This paper examines the impact of CSR on customer buying behavior regarding the role of mediator towards the company. Statistical population of the study is consisted of all consumers of dairy products companies including Pegah and Kaleh in Ahwaz . All the customers were selected by Cluster Sampling method and due to the infinite populations in statistical research and by considering the error level of 0.05 and the estimate accuracy rate of 0.07 and the success ratio of 0.5, around 200 households were estimated. Wong Szeki (2012) and Galbreath (2010) questionnaires have been used for collecting data. Research findings indicate that costumer positive attitude to corporate social responsibility has positive and direct impact on buying behavior.