Role of Carroll’s CSR Pyramid in Shaping Consumer Buying Behavior: A Case of Detergent Industry of Pakistan
Keywords:
Corporate social responsibility (CSR), economic level of CSR activity, legal level of CSR activity, y, ethical level of CSR activity, philanthropic level of CSR activity, consumer buying behaviorAbstract
The purpose of this paper is to empirically apply the concept of Carroll’s CSR pyramid, on the buying decisions and behaviors of consumers, particularly when selecting a detergent/washing powder in Pakistan. Here, the packaging origin of the detergents’ brand has been used as the moderating variable. In addition to this, the stakeholder theory has been applied where consumers are primarily expected to be well informed of their buying choices. The study essentially comprises of a household, dropoff cross-sectional survey that has been taken by men or women who do groceries. In this regard, four elite areas of Lahore, Pakistan (DHA, Cantonment, Gulberg, and Model Town) were selected, with the assumption that the residents of these areas might be interested in a CSR initiative, taken by their preferred detergent brands. Also, the participants were selected through the convenience sampling technique, and were given 24 hours to fill the survey, at a time of their convenience. Then, the Structural Equation Modeling (SEM) technique was run on the 280 usable questionnaires that had been acquired. Theresults depicted that the buyers of detergent brandsin Pakistan are mostly attracted towards the three levels of the CSR pyramid; the economic level, the ethical level, and the philanthropic level. Moreover, findings also revealed that the packaging origin of the respective detergent brands significantly moderate the relationship between all levels of the CSR pyramid, as well as the consumer buying behavior of detergent brands, except on the legal and economic levels. This research provides insights into the other, locally packaged detergent (and household) brands, which are currently indulging, and are also interested in carrying out CSR activities. These insights may help organizations to reflect upon how, by using different levels of CSR initiatives efficiently, detergent brands can achieve more sales, with their buyers selecting their particular brand over other competing global brands.
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