The Study on Impact of Corporate Social Responsibility on Consumer Attitude With Reference to Saurashtra Region

Corporate Social Responsibility (CSR) has become an essential component of modern business practices, influencing not only organizational reputation but also consumer behavior and purchasing decisions. The present study focuses on analyzing the impact of CSR activities on consumer attitude with special reference to the Saurashtra region of Gujarat. In today’s competitive business environment, consumers are increasingly aware of ethical business practices, environmental protection, social welfare initiatives, and sustainable development activities undertaken by companies. As a result, CSR has emerged as an important factor affecting consumer trust, satisfaction, loyalty, and purchase intention. The research is descriptive and analytical in nature. Primary data was collected through a structured questionnaire from 150 respondents across different cities of the Saurashtra region, including Rajkot, Jamnagar, Junagadh, Bhavnagar, and Morbi. Secondary data was collected from journals, books, company reports, and websites related to CSR and consumer behavior. Statistical tools such as Chi-square Test, Correlation Analysis, and Regression Analysis were applied to analyze the collected data. The findings of the study reveal that consumers in the Saurashtra region have a positive perception toward companies engaged in CSR activities. The study further indicates that CSR initiatives significantly influence consumer attitude, enhance brand image, increase customer trust, and positively affect purchase intention. The research concludes that socially responsible business practices help organizations build strong customer relationships and gain long-term competitive advantages. The study also provides suggestions, limitations, and future research directions related to CSR and consumer behavior.