| Corporate social responsibility has gained momentum worldwide. This research examines the relationship among corporate associations, corporate social responsibility and corporate ability, on Peruvian consumers' behavior, based on the city of Lima. The major focus of the study is to determine the influence of corporate social responsibility on consumer purchasing behavior. In an attempt to measure customer behavior in terms of their intent to purchase and establish how much customers are willing to pay for specific social features, a discrete choice modeling experiment and binary logit model is used. The experiment was conducted using a stratified random sample of 120 consumers from Lima, Peru. The findings provide empirical validation of the relationship between corporate social responsibility and the sample consumers' behavior. The results demonstrate that the effects of corporate social responsibility are much stronger than that of corporate ability. |
