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June 4, 2026Sustainability1 citationsOpen Access

Corporate Social Responsibility Influences Sustainable Consumption Through Happiness and Image

Corporate Social Responsibility as a Driver of Sustainable Consumption: The Roles of Consumer Happiness and Corporate Image

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Authors

SDSadaf Murtaza DogarHHHuan HuangZSZulkaif Ahmed Saqib

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Overview

Randomized trial shows how CSR affects purchasing preferences in consumers, indicating deeper emotional engagement.

Key Points

  • This study aims to explore the impact of corporate social responsibility on sustainable consumption behaviors, particularly focusing on consumer happiness and corporate image as mediators.
  • Data collected from 504 customers in Pakistan.
  • Conceptual model developed based on cognitive consistency theory.
  • Analyses performed using partial least squares structural equation modeling (PLS-SEM).
  • CSR has a significant and positive influence on consumer purchasing preferences (P<0.05).
  • Increased consumer happiness and improved corporate image lead to better purchasing decisions.
  • Study findings highlight the emotional and perceptual processes driving CSR’s impact on consumer behavior.

Cite This Study

Dogar et al. (2026) studied this question.

synapsesocial.com/papers/6a2116acd499ed480b16f90chttps://doi.org/10.3390/su18115527
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