CSR dimensions as drivers of brand trust and brand attitude: a study in Iran’s restaurant sector

Purpose In recent years, academic interest in corporate social responsibility (CSR) has intensified, with a substantial body of research exploring its implications for consumer behaviour. A key strand of this scholarship examines the extent to which organisational commitments to CSR influence consumer perceptions and shape attitudinal orientations towards the brand. This study advances this discourse by analysing the effects of distinct CSR dimensions on brand trust (BT) and brand attitude within the restaurant industry. Notably, prior CSR research has been predominantly situated in Western contexts, leaving the dynamics of CSR perception and implementation in emerging economies comparatively underexplored. To address this gap, the current investigation situates its analysis within the socio-cultural and economic context of Iran, thereby contributing to a more global and contextually nuanced understanding of CSR’s role in consumer–brand relationships. Design/methodology/approach Data were collected from 316 restaurant customers in Tehran through online surveys. The proposed conceptual framework was tested using structural equation modelling. Findings The results reveal that all CSR dimensions, except for philanthropic CSR, exert a significant and direct influence on brand trust. Moreover, brand trust itself is shown to have a strong and statistically significant effect on brand attitude. Originality/value While CSR has been extensively examined across various industries, empirical investigations within the restaurant sector, particularly in the context of emerging economies, remain relatively underexplored. This study contributes to the literature by delineating the CSR dimensions that exert the greatest influence on brand trust and brand attitude in the Iranian market. The findings underscore the increasing expectation among Iranian consumers for restaurants to integrate social and environmental engagement into their core brand values. From a managerial standpoint, these insights offer practical guidance for restaurant owners and managers in developing CSR initiatives that not only foster brand trust but also enhance consumers’ overall brand perceptions.