Significance of CSR for the Organization
Considering everything else equally, the organization that takes active participation in promoting CSR activities and programs are in general considered more favorable as compared to those with high visible campaigns. The goals and vision of the organizations beyond their profits and product are the major sources to develop a warmer image of the business. In this way, customers are more eager to get engage with the business of such organizations.
Shift towards CSR
The customer expectations are gradually changing and the shift is towards a sustainable way of doing business. CSR activities that were once classified as the obscure and irrelevant phenomenon are now considered as the highly acceptable act. This is evident from existing literature that the CSR is perceived by the consumers as the actions that solve the issues and problems created by that organization or are connected with their operations. Therefore, CSR means involvement of the organization in primary and secondary areas and the consumers prefer not only the CSR activities implemented by the organization but also a reflection of these activities in the operations.
In the last ten years, CSR has gained much attention and responses of consumers towards CSR have been assessed in various directions. The first component is unpredictable responses of consumers towards CSR initiatives as the responses are not homogenous. The second component is the impact on internal outcomes that includes attributions, attitudes and awareness and external outcomes that include consumer purchasing behavior. These outcomes are affected easily and in significant rate by the CSR initiatives. Also, the benefits of CSR are not limited to the organizations but through these initiatives the consumers and society get numerous benefits. This determines the positive or negative reaction of the consumer to CSR initiative and affects the CSR activities in a deep manner. However, it is not easy to develop a positive reaction because the CSR activities raise the suspicions to the consumers about motive which can put the company reputation at stake. Therefore, it is important that the CSR motives are in line with the CSR activity that the organization wants to address.
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