The Influence of Corporate Social Responsibility on Consumer Behaviour in South East Nigeria

Abstract

This research paper examined the influence of corporate social responsibility (CSR) on consumer behavior in South East Nigeria. The study recognizes the increasing global recognition of CSR and its importance in integrating social and environmental concerns into business operations. While the relationship between CSR and consumer behavior has been extensively explored in various contexts, its specific impact on Nigerian consumers, particularly in the South East region, remains an area of interest. The paper emphasizes the significance of understanding consumer preferences and attitudes towards CSR for both businesses and policymakers.  The research reviews existing literature on CSR and consumer behavior in Nigeria, highlighting the positive influence of CSR initiatives on consumer perceptions, buying behavior, brand loyalty, and patronage. It also recognizes the challenges faced by companies, especially small and medium-sized enterprises (SMEs), in implementing comprehensive CSR programs due to resource constraints and limited infrastructure in the region. Based on the findings, the research proposes recommendations to address the identified challenges. These include conducting targeted CSR education campaigns, supporting SMEs through collaboration and capacity-building programs, and assessing and addressing infrastructure limitations.