INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON BRAND LOYALTY

AUTHOR – SAATHVIKA RAMGOPAL* & PROF. DR. LALITH KUMAR J**

* STUDENT AT VELLORE INSTITUTE OF TECHNOLOGY, CHENNAI. EMAIL –  SAATHVIKA.RAMGOPAL2021@VITSTUDENT.AC.IN

** ASSISTANT PROFESSOR AT VELLORE INSTITUTE OF TECHNOLOGY, CHENNAI. EMAIL –  LALITHKUMAR.J@VIT.AC.IN

BEST CITATION – SAATHVIKA RAMGOPAL & PROF. DR. LALITH KUMAR J, INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON BRAND LOYALTY, CHALLENGES AND FUTURE TRENDS, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (5) OF 2025, PG. 442-449, APIS – 3920 – 0001 & ISSN – 2583-2344

Abstract

This study explores the impact of Corporate Social Responsibility on consumer brand loyalty through distinct CSR activities that influence consumers’ perceptions and behaviors. The research looks into the moderating effect of consumer skepticism, especially in relation to greenwashing on CSR effectiveness. It also gauges the effectiveness of various communication channels such as websites, advertisements, and social media in promoting consumer engagement with CSR efforts. Using a quantitative survey of 140 adult individuals between the ages of 18 and 50 in Chennai, data were drawn from a convenience sample. Results reveal that measures for environmental sustainability form the largest influence on consumer choice, with 50% of respondents claiming to select brands based on their CSR activities. Nonetheless, 60% of participants reported being skeptic, viewing most brands’ CSR activities as ‘aspects of marketing hoopla’. Social media must become the preferred CSR communication platform. This is evident since most respondents reported learning about CSR initiatives through social media, 45%. The study lays it out as an imperative that true and transparent CSR techniques are needed by brands to gain consumers’ trust and loyalty.

Keywords: Brand Loyalty, Corporate Social Responsibility, Consumer, Greenwashing