The Social Politics of Corporate Social Responsibility.

      Аннотация: Over the years, Corporate Social Responsibility (CSR) has increasingly become a crucial aspect of business activities. The importance placed on CSR activities by organizations is such that the very survival of some organizations is dependent on. The relationship that exists between CSR initiatives and consumer responsiveness stands at the focus point of this research study which seeks to identify and explain the link between CSR initiatives and consumer purchasing intent with regards to KFC. Little attention has been given to the role of Corporate Social responsibility in peoples purchasing behavior and this may lead to the presumption that the bulk of consumers do not necessarily look at the good of a company when deciding to purchase products (Anond, 2011). In their research, Anond (2011) further investigated the effect of communicating Corporate Social Responsibility initiatives to young consumers in the United Kingdom with regards to their fast food purchasing patterns at McDonalds and KFC. However, the researchers concluded that fast food has been perceived as convenient but unhealthy.

Ключевые слова: corporate social responsibility, Purchasing Intent, consumer behavior