Consumer's response to CSR activities: Mediating role of brand image and brand attitude

Corporate social responsibility (CSR) is a well‐touted term in management disciplines that connects the business goals and societal values. CSR is used as a strategic approach that gives competitive differentiation through coagulation of both business and overarching societal goals. Organizations believe that goodwill created by CSR activities bestows the strategic competitive advantage and sustainable development. The objective of the study is to measure the impact of CSR activities on purchase intention either directly or indirectly; for this purpose, the study has administered a structured questionnaire and collected responses from Indian citizens purchasing products from FMCG companies topping the CSR spending list and used structural equation modeling to validate the results. The findings suggest that customers process CSR details unconsciously and may not remember the explicit detail, but they are more likely to include the brand in the consideration set evokedby positive attitudes trailing behind.