Impact of CSR on millennial

Abstract

Article deals with perceived benefit for a brand among consumers in relation to Corporate Social Responsibility(CSR). Main goal of the research was to discover what change occurs in the perceived benefits of a brand when exposed to CSR for both high and low consumer involvement category. Also, we investigated the change in intent to purchase towards a brand involved in CSR. Primary data collection was done via an experiment followed by a quantitative survey. Closed questions – a selection of options, and the 0-10 point Likert scale were used. Results show that for low involvement category there is significant change in emotional and symbolic benefits but no change in functional benefit for the brand involved in CSR activities. But for high involvement category, there is no significant change in perceived benefits for the brand involved in CSR activities.