Exploring The Impact Of CSR Initiatives On Public Health Outcomes Through FMCG Sector Strategies

Abstract; This study explores the impact of health-focused CSR initiatives by FMCG companies on public health outcomes and brand equity using statistical analyses like Logistic Regression, ANOVA, and DID. Data from 200 respondents reveal that CSR activities significantly improve public health awareness and behavioral changes but exhibit diminishing marginal benefits. ANOVA results highlight substantial differences in brand equity perceptions among groups exposed to CSR programs, confirming their effectiveness. DID analysis underscores the critical role of CSR initiatives in positively influencing brand equity, with significant pre-implementation effects and marginal post-implementation gains. However, imbalances in model sensitivity necessitate further refinement. This research highlights the dual potential of CSR in fostering societal well-being and corporate profitability, providing actionable insights for sustainable CSR strategies in the FMCG sector.