Customer perception of CSR and its impact on retailer evaluation and purchase intention in India | Kirti Dutta & Swati Singh

The Indian organized retail industry holds immense promises and opportunities as a sunrise sector. The rising awareness levels of the consumers through education and media have begun to make the corporate more accountable in their CSR practices. This study focuses on the relative influences of Corporate Social Responsibility (CSR) practices on the consumer?s perception and intention to purchase from organized retailers in the Indian market. This study is of importance to the retail practitioners and organized retail players who plan to enter and target the attractive Indian market. It shows that CSR can be used as a strategic tool to help create a differential advantage over competitors as results showed significant positive relationship between all the variables used to measure CSR and consumer?s purchase intention. It also examines the perception of CSR activities of some well known established retailers by the consumers and delineates the importance of corporate communication of the practiced CSR activities.