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The Impact of CSR on Consumer Responses in the Hospitality Industry: CSR and Consumer Responses
Abstract
In recent years, increasing attention has been given to the concept of corporate social responsibility (CSR) and there is a legitimate pressure on business from the stakeholders to behave in a socially responsible manner. Growing complexity of business, increasing concern for sustainable development, need for managing of natural resources and call for enhanced transparency have not only magnified the significance of CSR but also heightened the inclination towards integration of CSR principles in the corporate activities. The purpose of this study is to understand how CSR initiatives influence the consumer responses in the hospitality industry. Findings suggest that corporate ability has a strong effect on customer purchase intention while CSR activities were found to exert influence on customer purchase intention in cases where the customer was aware of such activities being conducted.
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