Exploring the drivers of beneficiaries’ WOM towards CSR initiatives and its alignment with SDG

Abstract Purpose The present research aims to measure the impact of corporate social responsibility initiatives on the attitude of beneficiaries and the generation of positive WOM. It attempts to fill the gap in existing literature by exploring the role of education, clean drinking water, health care and vocational training on beneficiaries and aligning them with SDG (Sustainable Development Goals) goals, with attitude acting as a mediating variable. Method The researchers adopted a quantitative method in which a structured questionnaire was shared with 408 respondents, and after data cleaning, 334 responses were analyzed. SPSS and AMOS were used to analyze the data and perform SEM (structural equation modelling) to test the relationship between constructs and to examine the mediating role of attitude. Findings The study revealed that beneficiaries’ attitudes and WOM were highly influenced by safe drinking water and vocational skill development, Education and healthcare also significantly impacted the beneficiaries but were influenced by accessibility and perceived quality. Attitude played a significant role as a mediating variable. Author contributions This research highlights the factors that shape the beneficiaries’ attitude towards CSR, thus offering a deep insight into the behavioral aspects of the community towards CSR initiatives. It examines the role of attitude as a mediating variable between CSR engagement and beneficiaries opinion. It offers a practical exposure to organizations and government agencies, which would help them to design the CSR programs in more effective manner and align it with SDGs.