EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER BUYING BEHAVIOUR

ABSTRACT
The purpose of this study is to examine the relationship between corporate social
responsibility and consumer buying behavior in Benin City. The study adopts a survey research instrument through administered questionnaires to five hundred (500) consumers across Guinness Nigeria Plc, 7UP Bottling Company and Coca Cola Plc in Benin City metropolis. The responses from the questionnaires administered are analyzed using descriptive statistics, Pearson correlation matrix and multivariate regressions analysis. The empirical results from the multivariate regression showed that economic dimension of corporate social responsibility has a positive and a significant relationship with consumer buying behaviour, legal dimension of corporate social responsibility has a positive and insignificant relationship with consumer buying behaviour, ethical dimension of corporate social responsibility has a positive and insignificant relationship with consumer buying behaviour and humanitarian dimension of corporate social responsibility has a positive and insignificant relationship with consumer buying behaviour. The study recommends that economic dimension of corporate social responsibility should be given much attention by management of business organization in order to positively enhance consumer buying behaviour.