The Influence of Corporate Social Responsibility (CSR) and Brand Attitude on Purchase Intention

Abstract

This study examines how corporate social responsibility (CSR) affects behavior and purchase intentions of Generation Y consumers in Sri Lanka's fast-moving consumer goods (FMCG) and retail sectors. Data was collected from 61 Millennial respondents through self- administered surveys conducted from June to July 2021. The survey included demographic information, CSR awareness, perceptions of CSR impact, attitudes toward brands engaged in CSR, and purchase intentions. Statistical analysis, employing methods such as factor loadings, Cronbach's alpha, reliability testing, and mean difference extraction, was conducted using Smart PLS software. Results indicate a significant correlation between Millennial consumers' perceived social responsibilities, attitudes and purchase intentions. The study brings out the interconnectedness of CSR, brand behavior, and consumer preferences, offering valuable insights for businesses, policymakers, and experts to strengthen product strategies. It contributes to existing literature by affirming the importance of customer awareness and participation in CSR strategies.