The Role of Corporate Social Responsibility in Shaping Brand Loyalty in the Retail Sector

ABSTRACT This study aimed to analyse corporate actions in the sphere of social responsibility that influence consumer trust and loyalty within the retail sector. The research was based on a qualitative analysis of open sources, company reports, and corporate communications. It demonstrated how the approach to corporate social responsibility (CSR) has shifted—from being a public relations (PR) add‐on to becoming an integral part of a company's overall business strategy. It was established that such initiatives affect the rational perception of a brand, emotional attitudes towards it, and consumer behaviour. The analysis showed that Alibaba Group effectively implements environmental initiatives: its ‘Alibaba Green Logistics’ programme has reached over 100 million users and replaced more than 4 billion packages with eco‐friendly alternatives. The optimisation of logistics routes has led to a 15% reduction in CO 2 emissions in several regions. The ‘Rural Taobao’ programme has digitised more than 1000 villages, while the ‘She Era’ initiative has supported over 500,000 women entrepreneurs. EVA's case was used to explore the adaptation of CSR strategies during wartime. Between 2022 and 2024, the company provided over 98 million UAH in humanitarian aid, including support for the Armed Forces of Ukraine, displaced persons, hospitals, children's institutions, and shelters. EVA also launched a series of social initiatives, including the charity programme Together for Children, as well as fundraising campaigns at store tills and on its online platform. The study concludes that in times of post‐pandemic instability, economic challenges, and social transformation, CSR is no longer a secondary consideration—it is becoming one of the key factors influencing brand loyalty, especially for companies operating in competitive environments across countries with varying levels of development. The practical significance of this study lies in its applicability for marketers, managers, and business owners seeking to effectively integrate CSR into brand strategy in order to strengthen consumer loyalty.