CORPORATE SOCIAL RESPONSIBILITY AND CONSUMER PREFERENCES: A CROSS-SECTORAL ANALYSIS OF FMCG, HEALTHCARE, AND EDUCATION

Corporate Social Responsibility (CSR) has become a significant driver of consumerbehaviour across industries. This study offers a comparative analysis of its effectiveness,exploring CSR's influence on consumer preferences in the Fast-Moving Consumer Goods(FMCG), healthcare, and education sectors. Using a sample of 200 respondents, the researchapplies descriptive statistics, ANOVA, Chi-Square tests, and multiple regression analysis toevaluate CSR awareness, its impact on purchasing decisions, and consumer loyalty. Theresults indicate that CSR awareness is highest in healthcare (78%), followed by education(72%) and FMCG (68%). Ethical business practices and patient welfare programs stronglyinfluence consumer trust and loyalty in healthcare. In education, scholarships and communitydevelopment initiatives significantly impact decision-making. Conversely, whilesustainability efforts in FMCG, such as eco-friendly packaging, are appreciated, price andproduct quality remain primary factors. A Chi-Square test (p = 0.013) confirms a statisticallysignificant link between CSR and consumer loyalty, while regression analysis (R² = 0.62)suggests that CSR initiatives account for 62% of consumer preference variance. The findingsunderscore the need for industry-specific CSR strategies to maximize consumer engagementand brand perception. Businesses that align CSR efforts with sector-specific consumer valuescan enhance trust, loyalty, and long-term success. This study provides actionable insights forcompanies seeking to refine their CSR approaches to better resonate with consumers indifferent industries.