Does cultural economics affect country’s competitiveness?

Abstract

This study explores the impact of Corporate Social Responsibility (CSR) perceptions on consumer trust in the dairy industry within the Tricity region (Chandigarh, Mohali, and Panchkula). CSR is increasingly vital for brands to align with societal values, especially in industries like dairy, where consumer health and environmental sustainability are crucial. The research aims to evaluate how CSR influences consumer satisfaction, loyalty, and trust, ultimately driving brand commitment. Using a survey of 400 respondents, data was collected through structured questionnaires focusing on consumer perceptions of CSR initiatives and their subsequent impact on purchasing behavior. The study utilized descriptive and inferential statistical methods, including Chi-square and ANOVA tests, to analyze the relationship between CSR initiatives and consumer trust. Findings reveal that CSR activities significantly enhance trust, satisfaction, and loyalty, with consumers increasingly valuing ethical sourcing and sustainability. However, while CSR plays a critical role in influencing consumer decisions, other factors like product quality and pricing continue to hold substantial weight. This study underscores the importance for dairy brands to integrate CSR as a core component of their brand identity to strengthen relationships with ethically-driven consumers and foster long-term brand loyalty.

Keyword : Corporate Social Responsibility, Consumer Trust, Dairy Industry, Brand Loyalty, Ethical Sourcing