The impact of corporate social responsibility initiatives on consumers' behavioural intentions in the Egyptian market

The scarcity of research on the public's responses towards corporate social responsibility (CSR) in developing countries has inspired this research. The research is aimed at studying the consumers' awareness of, their attitude and behavioural intentions towards socially responsible companies in the Egyptian market. The relevant CSR literature was recapitulated into a conceptual framework, and an empirical study was conducted through a mixed research design. Exploratory qualitative interviews were conducted with corporate managers of a sample of five companies in the Egyptian market. Then, a descriptive quantitative research was conducted through a survey on a non‐probability sample of consumers. The results revealed that consumers in Egypt are actually aware of the CSR concept and even tend to develop positive attitude towards socially responsible companies. Yet, when it comes to the evaluative purchasing criteria that consumers value the most, economic criteria are apparently still given a priority over the social criteria.