Carroll proposed a model with the most important component that needs to be followed by organizations doing CSR activities. The Model was proposed based on the consumer behaviour in mind since all aspect of Corporate Social Responsibility is portrayed in the CSR pyramid. In order to study the consumer buying behaviour, Carroll‟s model is used, which bring out the relationship between the CSR components and consumer buying behaviour.
The first component economic responsibility discusses about the economic functions of the organization. Consumers prefer products that are manufactured by recognized firms and well established brands. Consumers expect organizations to use the profit of the company to carry out social service schemes that benefits the poor and the needy since the main objective of corporate social responsibility deals with the upliftment of the society.
The second component of Carroll‟s model is legal responsibility as all the functions of CSR initiatives need to abide and follow the legal path and guidelines regulated by the government of India. The consumers always prefer organizations and brands that are genuine and follow legal standards in their work functions. Legal responsibilities undertaken by an organization always instills confidence in the minds of the consumers to go about with their purchase of CSR related products.
Ethical practices are a part of every organization and every organization have ethical practices that are followed in terms of product deliverance. Ethical practices are followed by the organization from the manufacturing of the products till the product is delivered to the consumers. Consumers while purchasing the product look for genuine products which will benefit the consumer‟s health as well as help the poor; hence consumers look for organizations following ethical principles and practices.
The consumers are mainly buying the CSR related products so that the funds generated reach the marginalized and the downtrodden. Though the consumers have similar kinds of products which are not related to CSR, they choose CSR related products not only to benefit the organization but also to contribute to the society. Philanthropic responsibilities are mandatory for any organization involving in CSR activities. The credit of these philanthropic activities not only goes to the organizations doing CSR activities but also to the consumers purchasing the products.
For citing this article use:
- R, M. (2017). Consumer Buying Behaviour of Personal Care Products Towards CSR Initiatives.
