Assessing Consumer Awareness of Corporate Social Responsibility Activities: A Binary Logistic Regression Analysis

Abstract

Aim of the Study:This study aims to examine the factors influencing consumer awareness of Corporate Social Responsibility (CSR) activities, focusing on demographic and behavioral variables such as age, gender, education, income, social media engagement, purchase frequency, and perceived importance of CSR. Understanding these factors is essential for businesses seeking to optimize CSR communication and enhance customer engagement with their CSR efforts.Methodology: Data were collected using a structured questionnaire distributed to a sample of the general population. A total of 150 questionnaires were issued, with 144 completed and valid responses retained for analysis after six were excluded due to incomplete information. The sample was drawn using a
simple random sampling method to ensure representativeness across various demographic categories. Data Analysis: Binary logistic regression was applied to assess the impact of the selected demographic and behavioral factors on CSR awareness. This statistical approach allows for examining the likelihood of CSR awareness as a function of multiple predictor variables, each representing distinct consumer characteristics: Findings: The analysis revealed that none of the demographic or behavioral variables significantly predicted CSR awareness, with all
predictors showing non-significant p-values. These findings imply that traditional demographic and behavioral factors may not be sufficient for effectively targeting CSR communication, suggesting the need for alternative approaches and a more personalized CSR engagement strategy.
Keywords: Consumer Awareness, Corporate Social Responsibility (CSR), Binary Logistic Regression, Demographic Factors, , CSR Communication, Consumer Engagement. JEL Classification:M14 - Corporate Culture; Social Responsibility, D12 - Consumer Economics: Empirical Analysis; M31 – Marketing; C35 - Discrete
Regression and Qualitative Choice Models; ( binary logistic regression)

References

• Ackerman, R. W. (1973). How companies respond to social demands. Harvard Business Review, 51(4), 88–98.
  Blowfield, M. (2005). Corporate social responsibility: Reinventing the meaning of development? International Affairs, 8(3), 515–524. https://doi.org/10.1111/j.1468-2346.2005.00466.x
• Byrne, B. M. (2006). Structural equation modeling with EQS and EQS/Windows: Basic concepts, applications, and programming. Mahwah, NJ: Lawrence Erlbaum Associates.
• Carroll, A. B. (1979). A three-dimensional conceptual model of corporate social performance. Academy of Management Review, 4, 497–505.
• Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.
• Freeman, R. E., & Liedtka, J. (1991). Corporate social responsibility: A critical approach. Business Horizons, 34(4), 92+.
• Friedman, M. (1970, September 13). The social responsibility of business is to increase its profits. The New York Times Magazine.
•  Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
•  Holmes-Smith, P., Coote, L., & Cunningham, E. (2006). Structural equation modeling: From the fundamentals to advanced topics. Melbourne: SREAMS.
• Márquez, A., &Fombrun, C. (2005). Measuring corporate social responsibility. Corporate Reputation Review, 7(4), 304–308. https://doi.org/10.1057/palgrave.crr.1540228.
• Newman, C., Rand, J., Tarp, F., & Trifkovic, N. (2020). Corporate social responsibility in a competitive business environment. The Journal of Development Studies, 56(8), 1455–1472. https://doi.org/10.1080/00220388.2019.1694144
• Orlitzky, M., Siegel, D. S., & Waldman, D. A. (2011). Strategic corporate social responsibility and environmental sustainability. Business & Society, 50(1), 6–27. https://doi.org/10.1177/0007650310394323.
•  Premlata, & Agarwal, A. (2013, December). Corporate social responsibility: An Indian perspective. Journal of Business Law and Ethics, 1(1), 27–32.
• Singh, R. (2017, January). CSR after Companies Act 2013: A case study of Bharti Airtel. International Journal of Advanced Research and Development, 2(1), 112–115.
•  Sontaite-Petkeviciene, M. (2015). CSR reasons, practices and impact to corporate reputation. In Proceedings of the 20th International Scientific Conference Economics and Management.
•  Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics (5th ed.). New York, NY: Scientific Research Publication.
•  Vats, R., & Mittal, S. (2021). Insight of corporate social responsibility aftermath COVID-19 pandemic in India. Journal of Commerce & Trade, 16(2), 58–62. https://doi.org/10.26703/JCT.v16i2-11.
• Visser, W. (2009). Corporate social responsibility in developing countries. In A. Crane, et al. (Eds.), The Oxford handbook of corporate social responsibility. Oxford Academic.