THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY (CSR) ACTIVITIES ON CUSTOMER LOYALTY IN THE FMCG INDUSTRY

Engineering notes

Key topics: autonomous driving. See the paper for implementation details and experimental results.

Chinese explanation / 中文解读

中文解读待补充：本站会优先为端到端自动驾驶、BEV感知、3D目标检测、轨迹预测、路径规划、LiDAR感知等高价值论文补充中文说明。

Original abstract

In the highly competitive Fast-Moving Consumer Goods (FMCG) industry, where product differences are slight and customers are very price-sensitive, Corporate Social Responsibility (CSR) has shifted from a charitable choice to a vital strategy.This study looks at the real effect of CSR activities on customer loyalty in the FMCG sector.It examines how environmental sustainability, fair labour practices, and community development programs affect the likelihood of repeat purchases.Using a quantitative, cross-sectional research design, we collected primary data through a structured questionnaire from a varied sample of 270 urban FMCG consumers.We used Structural Equation Modelling (SEM) to assess the direct and indirect links between perceived corporate ethics and various aspects of brand loyalty.The findings show a strong positive link between a firm's CSR initiatives and long-term customer loyalty.Initiatives aimed at product safety and environmental sustainability stand out as the most important factors for brand equity and customer retention.The Impact of Corporate Social Responsibility (CSR) Activities on Customer Loyalty in the FMCG Industry https://iaeme.com/Home/journal/IJMHRM83 editor@iaeme.comAdditionally, the study finds that consumer trust plays a key role.Positive views of CSR do not always lead to loyal behaviour unless there is clear communication that closes the "intention-behaviour gap."On the other hand, shallow engagement or "greenwashing" can seriously damage brand reputation and increase customer turnover.This research adds to current stakeholder theory by confirming CSR as an important market differentiator in the fast-paced retail environment.Ultimately, the study provides practical insights for FMCG executives, highlighting the need to integrate genuine, verifiable ethical practices into the corporate supply chain.This integration is crucial for building lasting consumer support and gaining a competitive advantage.

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