CSR AND PURCHASE INTENT

About The Book

This book unpacks the phenomena that today's consumers face the conflict between material improvement and social betterment in their buying choices, highlighting the need to reflect on the idea of Consumer Social Responsibility (CnSR). This research reveals that consumers' awareness of corporate social responsibility (CSR) neither directly influences their purchase intent, nor mediates the connection between social disposition and buying behaviour. This book is an academic work integrating economics, marketing and ethics because it analyses how consumers interact with and respond to corporate behaviour through their purchase choices. It fills the gap in understanding the actual effect of consumers' awareness on CSR effectiveness thereby offering insights for companies to align their CSR initiatives and strategies to consumer interests. In this respect, this book would be useful for students of economics and business, corporate strategists and marketing as well as consumer management.

About The Author

Marie Joseph Gerard Rassendren is an Associate Professor in the Department of Economics at CHRIST University, Bangalore, India. He teaches Ethics and Economics, the History of Economic Thought, Political Economy of India, International Political Economy, and Indian Economics. He is currently engaged in research on the role of the religious orientation of individuals on their choice decision behaviour. His other research interests are the economics of religion, the economics of charity, the interface of ethics and economics, the analysis of institutions, especially informal institutions, and economic history. His doctoral thesis was on whether consumers use ethical standards in purchasing. He was the section editor for the Encyclopedia on New Populism published in 2023 (Springer) besides coauthoring an article in it. He continues pursuing short online courses in diverse fields connected with his teaching and reaching interests. He is currently a member of the department's Curriculum Development Committee (CDC). He also engages with alumni interaction for the department.