Corporate Social Responsibility (CSR) issues have been raised to the public attention while consumers also have higher interests about firms that contribute in the well-being of society. In fact, CSR in Thailand has a deep root with Thai culture, previous studies examined however shows that is not widely used yet. The purpose of this study is to investigate consumer perception on image, attitude and purchase intention towards enterprise via their corporate social responsibility (CSR) activities.
This study takes the functional drink sector in Thailand as an example to examine if (whether) their CSR has significant impact on consumer perception including their brand image, brand attitude and purchase intention. This study applied quantitative method to collect the data in Thailand. Hence, there are 250 validated questionnaires and analyzed by descriptive analysis. The findings show that all respondents in this investigation agree that CSR activities encourage the positive feedback and brand image towards their social responsibility activities also has a positive relation. This study found when the firms apply CSR actions would encourage consumers to purchase their products.
The result suggests that companies need to engage more CSR activities but at the same time they have to convince their customers that these activities are not just merely advertising or marketing ploy, so firm can increase consumer brand attitude and willingness to buy its products.
