International Journal on Science and Technology

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Corporate Social Responsibility and Consumer Behavior

Author(s) Mary Therese F Jardiolin
Country Philippines
Abstract This study explored the relationship between corporate social responsibility (CSR) initiatives and consumer behavior among residents of Iloilo City for the year 2024–2025. It focused on understanding how consumers perceive various CSR efforts—such as environmental sustainability programs, ethical labor practices, and community development activities—and how these perceptions shape their purchase intentions, brand loyalty, and general attitudes toward businesses. The study employed a descriptive-correlational research design and involved 100 respondents selected through purposive sampling. Data were gathered using a researcher-developed questionnaire that was validated by experts and ensured to be reliable through pilot testing. Findings revealed that consumers in Iloilo City generally demonstrate moderate to high awareness of CSR initiatives implemented by businesses. Among the different dimensions of CSR, environmental programs were perceived as the most visible and meaningful to consumers. In terms of consumer behavior, respondents exhibited favorable attitudes toward companies that demonstrate genuine commitment to socially responsible practices, particularly in areas that directly impact the community and environment. Younger and higher-income consumers were found to be more responsive and more likely to consider CSR as an important factor in their purchasing decisions, whereas sex and educational attainment showed minimal influence. Overall, the study concludes that CSR initiatives significantly shape consumer attitudes and behaviors. Companies that actively and transparently engage in CSR efforts are more likely to gain consumer trust, loyalty, and positive brand perception. Strengthening and promoting CSR programs is recommended for organizations seeking to enhance consumer engagement while contributing to sustainable social development.
Keywords corporate social responsibility, consumer behavior, purchase intention, brand loyalty, Iloilo City
Field Sociology > Education
Published In Volume 17, Issue 1, January-March 2026
Published On 2026-03-21
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