A Study on Influence of CSR Activities on Consumer Buying Behaviour with Reference to FMCG Products

The corporate social responsibility (CSR) aspect of business strategy has been gaining popularity within fast moving consumer goods (FMCG) businesses, particularly within India. In today’s world of rapidly growing social awareness, consumers use ethical, environmental, and socially responsible initiatives to evaluate brands as well as the physical attributes of the products themselves. This study examines how CSR activities are associated with consumer purchasing behaviour within the FMCG industry and examines how the dimensions of aware, perceive, trust and purchase intention interact with each other. The study used primary data collected via survey from respondents who lived in the Vijayawada region, along with a literature review in order to produce findings that identify the CSR dimension(s) that impact consumer purchase behaviour. The analysis has revealed that consumers prefer to purchase from brands that have clear and honest CSR activities, particularly CSR activities that relate to environmental concerns and the community. The results of this study provide FMCG brands with a means of increasing the effectiveness of CSR communication and developing long-term relationships with their customers.