Buying behavior of ECHOstore consumers towards corporate social responsibility

• Main Authors: Fernandez, Arvin Romel, Paleracio, Aira Mae, Rey, Ricianne Marie, Sagum, Jude Vincent
• Format: text
• Language: English
• Published: Animo Repository 2011
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11916
• Institution: De La Salle University

Corporate Social Responsibility (CSR) has been a subject of numerous research and studies. In the Philippines, however, there have only been a few studies that explored o consumers’ buying behavior and CSR. In line with this, this research aimed to assess the awareness of consumers of ECHOstore, a local enterprise that promotes sustainable lifestyle through their environment friendly and organic products as well as arts and crafts made by marginalized communities from different parts of the Philippines, with regards to their CSR activities, and how this affects their buying behavior. Moreover, the researchers also identified five demographic factors that past literature deem to have an effect on the buying perception of consumers when it comes to purchasing social or environmentally healthy products. The findings presented in this paper came from the responses of 226 ECHOstore consumers through the use of self-administered survey questionnaires from September to October 2011. Majority of the consumers of ECHOstore who are not first time visitors are aware of the CSR practices of the shop. In addition, the results have shown a positive link between the awareness of consumers and their buying behavior. Moreover, the researchers found out that age group, gender, and level of income have a significant relationship with their behavior towards purchasing green products while marital status and educational attainment do not have any significant relationship. The results can serve as an encouragement for future businessmen to incorporate CSR initiatives in their products or services since the buying behavior of Filipino consumers are affected by these activities.