Corporate Social Responsibility (CSR) and its Effects on Consumer Behavior

Abstract. This meta-analysis integrates findings from 24 conceptual and empirical articles to explore the impact of Corporate Social Responsibility (CSR) on consumer behavior in various cultural and industrial settings. The findings across all studies repeatedly show that perceived CSR has a favorable effect on consumer attitudes, purchase intentions, brand loyalty, and identity alignment. Identity salience, consumer-company identification, CSR communication (particularly through social media), and crisis buffering are also found to moderate this relationship. Furthermore, the role of CSR becomes even more prominent in e-commerce and in international crises such as the COVID-19 pandemic. The study also emphasizes the significance of ethical branding, sustainability strategies, and authenticity of CSR in informing consumer choices. These results place CSR at the center as a strategic value for driving the reputation of corporations and building consumer trust and loyalty. Keywords: Corporate Social Responsibility, Consumer Behavior, Purchase Intention, Brand Loyalty, Social Media, Sustainability