Corporate Social Responsibility As A Driver of Consumer Choice: Evidence From FMCG Brands

This study investigates the role of Corporate Social Responsibility (CSR) in shaping consumer choice within the Fast-Moving Consumer Goods (FMCG) sector. Using a structured survey of 500 respondents, the research identifies key CSR measures such as ethical sourcing, environmental sustainability, community engagement, transparency in operations, and long-term commitment that significantly influence consumer attitudes and brand selection. Factor analysis was employed to uncover latent dimensions of CSR perception, while regression analysis tested their impact on purchase decisions. Findings reveal that consumers are more inclined to choose FMCG brands that demonstrate authenticity in CSR initiatives, provide clear communication about their social contributions, and align their practices with community and environmental priorities. The study highlights CSR as a strategic lever that not only enhances brand image but also directly drives consumer loyalty and purchase intent.