Analyzing the Relationship Between Corporate Social Responsibility and Consumer Perception in the Cashew Processing Industry: A Case Study of the Winker Investment Company Limited

Abstract

The study investigates the linkage between Corporate Social Responsibility (CSR) activities and consumer perception within the cashew processing industry using Winker Investment Company Limited as a case study. The purpose of the study was to investigate the degree of influence of CSR activities on customers' attitudes, behaviors, trust, and loyalty towards consumption as well as identify the certain CSR parameters that influenced these dimensions. A descriptive research design was used in the study to systematically identify characteristics in the target population and the relationships that may exist among key variables. The study applied a quantitative research design in the form of structured questionnaires, using a survey method with simple random sampling to collect information from customers who have had experience with Winker Investment. In this case, the quantitative data collected was analyzed using statistical tools to establish trends and relationships. Results indicated that CSR activities done by Winker Investment are greatly responsible for consumer perception, making it very positive towards the brand and strengthening the organization's commitment to society and the environment. The company reflects its value systems through CSR activities, making an emotional bond with the brand stronger for consumers. The study contributes to the theory by integrating the Stakeholder Theory and the Consumer Attitude Theory in order to explain the mechanisms through which CSR affects consumers' attitudes and behaviors. In practical terms, it emphasizes the need for genuine CSR efforts in improving perception, trust, and loyalty to brands and therefore gives practical recommendations for actors in the cashew processing sector.