Sustainable Business Practices: Assessing the Role of Corporate Social Responsibility in Brand Loyalty and Consumer Behavior in China
DOI:
https://doi.org/10.53797/ujssh.v3i2.35.2024Keywords:
Corporate Social Responsibility (CSR), Brand Loyalty, Consumer Behavior, Transparency, Sustainable Business PracticesAbstract
This study analyses the effect of Corporate Social Responsibility (CSR) on brand loyalty and customer behaviour in China, emphasising the effects of diverse CSR activities on consumer perceptions and purchase choices. A quantitative study strategy was utilised to collect data via structured surveys, which were subsequently analysed using statistical methods. Research indicates that environmental CSR initiatives and operational transparency significantly impact brand loyalty and consumer behaviour, demonstrating a pronounced preference for sustainability and ethical standards among Chinese consumers. Ethical labour practices significantly influenced purchasing behaviour more than customer loyalty, but community support initiatives showed a moderate impact. These results underscore the strategic importance of matching CSR initiatives with consumer expectations in the Chinese market. The paper concludes by recommending that corporations prioritise high-impact CSR strategies and proposes avenues for future research, such as longitudinal studies and cross-cultural comparisons.
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Copyright (c) 2024 Jinrui He, Mohd Yusof Abdullah
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