The impact of corporate social responsibility on consumer behavior in retail

Abstract

The growing importance of sustainable development and ethical business practices in global markets has significantly increased the relevance of researching the impact of corporate social responsibility (CSR) on consumer behavior in the retail sector, as consumers increasingly consider social and environmental criteria when making purchasing decisions. The purpose of the study is to analyze the impact of CSR initiatives on consumer behavior in retail, focusing on the mechanisms of trust building, loyalty, and decision-making processes at various stages of consumer interaction with retail brands. The study employs methods of scientific literature analysis to examine existing research on the subject, as well as generalization and systematization to present the research findings.

The study establishes that corporate social responsibility has attained the status of a strategic management element in the retail industry and has become an integral part of business processes. Its implementation encompasses the formation of sustainable supply chains, adherence to ethical procurement principles, and ensuring transparent interaction with stakeholders. It was found that consumer behavior in retail is determined not only by economic factors, such as price and quality, but also by psychological, emotional, and value-based factors, among which CSR plays an ever-increasing role. It is emphasized that CSR significantly contributes to building consumer trust by reducing perceived risk and increasing confidence in the integrity of retail brands, especially when initiatives are consistent and transparent. The study identifies that loyalty and repeat purchases are substantially influenced by consumer identification with corporate values, while CSR serves as a factor in strengthening emotional attachment to the brand and promotes long-term consumer engagement. It is noted that integrating CSR into retail strategies improves both competitive positioning and consumer engagement, particularly in markets with high levels of social consciousness.

The conclusions highlight that corporate social responsibility is a vital multidimensional determinant of consumer behavior in the retail sector, influencing trust formation, loyalty development, and decision-making processes. Its overall effectiveness depends on strategic consistency, transparency, and alignment with consumer values