Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/4422
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 SizeFormat 
11BMRK023.pdf
  Restricted Access
958.82 kBAdobe PDFView/Open Request a copy


Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.