The Effects of Corporate Social Responsibility on Consumer Behaviour: A Case of Kasapreko Company Limited’s Corporate Social Responsibility Through Awake Mineral Water

Abstract

This research sought to examine the effects of corporate social responsibility on consumer behaviour in Ghana with the study of Kasapreko’s Awake mineral water as a case. The study adopted a quantitative approach in which 200 consumers of Awake mineral water were surveyed for their views on the CSR activity of the brand. The study found that the CSR activity of Awake mineral water in donating part of its proceeds to charity place it in a favourable light among consumers and the general public, adds to their brand identification and puts them ahead of the competition as majority of respondents revealed they are more likely to buy Awake mineral water over other alternatives in the market. This study thus found a positive affinity between CSR activity and consumer behaviour, in that CSR works in favour of brands, having a positive effect on consumers which can lead to an increase in sales. The study recommends that corporate organizations should take CSR activities more seriously, as it plays an important role in the success of their organization.