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Title: | The effect of corporate social responsibility on customer's intention to buy |
Authors: | Said, Luca |
Keywords: | Social responsibility of business Social marketing |
Issue Date: | 2011 |
Abstract: | Corporate Social Responsibility has been developing ever since. The concept requires that organisations are responsible on multi dimensions. In this study, one finds out whether if organisations that increase their CSR activities leads to a increase in Intention Purposes. It is important to understand whether CSR is influential upon people. If so, this could lead to purchases being based on a responsible rather than traditional criterion. Overall, it will improve society. In order to achieve this study a structured survey was undertaken. The survey tackled two age groups whereby the beverage Coca Cola was taken as an example. 130 valid respondents were collected where findings suggest that only 3.4% variance in intention purposes for Coca Cola. As a comparison between two age groups, the age group of 40-50 shows that they look for information with regards to CSR. This suggests that organisations need to better communicate with the community. This would enable a better level of customer education which could in turn lead to the use of responsible criterions rather than traditional ones. This could be done, by undertaking marketing campaigns of such nature and communicating with the end customer. |
Description: | B.COM.(HONS)MARKETING |
URI: | https://www.um.edu.mt/library/oar//handle/123456789/4422 |
Appears in Collections: | Dissertations - FacEMAMar - 2011 |
Files in This Item:
File | Description | Size | Format | |
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11BMRK023.pdf Restricted Access | 958.82 kB | Adobe PDF | View/Open Request a copy |
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