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Does Corporate Social Responsibility make any differences when it comes to “Un-substitutable” Product from Customer Point of View

Durianna Sook Teng Foo, R Yazdanifard

Abstract


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Corporate Social Responsibility (CSR) is where a firm apart from making profits, the firm contributes by doing social good as a part of responsibilities to the society and environment. The masked intention of CSR is being questioned whether is the organization practices CSR for promotion or social responsibility in consumer point of view. The findings show that not all consumers trusted organization that practices CSR is real intentions. In regard to the practices, a handful of consumers do take CSR into account while making purchase decision. The evaluation of CSR initiatives had a direct result on the organization’s image and products. Each of the consumer would have their favorite products and to some extent the product is unsubstitutable by others product. Will consumer evaluates the firm of their unsubstitutable products and affects their buying decision on the “unsubstitutable” product in relate to the firm’s CSR?


Keywords


Corporate Social Responsibility; Purchase intention; Consumer behaviour; Social Responsibility

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