Abstract:
This study evaluates the determinants of customer behavior (brand
loyalty and willingness to pay a price premium) within the framework of
corporate social responsibility. We develop and test a model in the context of a
developing country. The results reveal that customer CSR activities have an
impact on customer behavior while environmental CSR activities have an
insignificant impact. Trust appears to mediate the relationship between customer
CSR and customer behavior, but remains insignificant in the relationship
between environmental CSR and customer behavior.
