CORPORATE SOCIAL RESPONSIBILITY TOWARDS CONSUMER BUYING BEHAVIOR IN INSURANCE SECTOR - AMPARA DISTRICT

Abstract

Business corporations must recognize that fulfilling their primary objective requires them to acknowledge their obligations to both society and the environment. Despite this, many unethical businesses choose to disregard the interests of their stakeholders. Consequently, it is imperative for businesses to understand that implementing corporate social responsibility (CSR) practices to some degree can influence consumer purchasing behavior. This study aims to explore the effect of dimensions of Corporate Social Responsibility (CSR) on Consumer Buying Behavior in Insurance Sector in Ampara District. Using stratified random sampling, questionnaires are distributed to 318 respondents for data collection and a five-point Likert scale was assigned to measure the variables. The Statistical Package for Social Sciences (SPSS-Version 25.0) was used to present and analyze the data. Descriptive statistics and Correlation analysis are used to analyse the data that was gathered. This exploration concludes that there is a high degree of consumer buying behavior, economic responsibility, legal responsibility, ethical responsibility and philanthropic responsibility. Further, the finding showed a high positive correlation between consumer buying behavior and economic, legal, ethical, and philanthropic responsibilities.