A study on the impact of corporate social responsibility performance on consumer purchase decisions : a case of the pharmaceutical industry

Abstract

This study examined the influence of Corporate Social Responsibility (CSR) performance on consumer purchasing decisions within the pharmaceutical industry, particularly in the context of global health crises and the increasing public awareness. Grounded in CSR theory and relevant theoretical frameworks, this study tested the hypotheses through surveys and quantitative analysis. The results demonstrated that CSR performance has a significant positive impact on purchasing decisions, thereby enhancing consumers’ willingness to make a purchase. CSR performance also positively influences consumer cognition, which partially mediates the relationship between CSR and purchasing decisions. The study provides policy recommendations aimed at enhancing corporate strategy, improving brand image, fostering industry growth, and promoting consumer welfare