EXPLORING THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN CONSUMER PURCHASE INTENTION. A STUDY FROM THE AGRICULTURE SECTOR

Abstract

Corporate Social Responsibility (CSR) significantly transforms the global agricultural sector, thereby boosting the foreign economy. Primarily, the study focuses on the social practices of Agro-companies operating in Pakistan, thus influencing consumer buying intention. The study presents the extended theoretical contribution to the theory of planned behavior. However, it provides a fundamental framework for integrating CSR orientation with consumer buying behavior. The data of 587 respondents has been collected through questionnaires by adopting a quantitative research approach and simple random sampling technique. Results reveal that consumers prefer brands and are unwilling to pay the higher price for products involved in CSR activities. Both emotional and purchasing factors affect purchasing intentions. Consumers are willing to support CSR cause and intend to buy their products without compromising on elements of purchase intentions.