How CSR Can Affect Consumer Response Activity In DR.Congo

Corporate social responsibility often appears in various reports from different companies.However,managers are confused about how to apply corporate social responsibility strategically.Few managers have taken into consideration about consumer's awareness of CSR and the way consumers react towards socially responsible firms and their products.The restaurant industry has been criticized for plenty of corporate social responsibility due to unethical and unsustainable business activities.Renowned firms in the restaurant business are engaged in totally different CSR initiatives,but less studies are done on CSR and its impact on consumer behavior in the restaurant industry.It is of crucial importance to analyze consumer's awareness of CSR and to explore consumers 'attitudes and tendency of purchase behavior towards CSR in the restaurant industry.There are two main objective of this research.Firstly,it contributes to the understanding of the profitability of corporate social responsibility in developing countries by specializing in the relationship between consumers and organizations.Secondly,this study replicates the conceptual framework of Du et al.(2007)to analyze the influences of the mediating effect of competitive positioning on consumer reactions to CSR in Congo.Some empirical studies have been analyzed on the impact of CSR within the marketplace,and these studies have shown contradictory results on whether or not CSR's impacts on consumer response.Moreover,even fewer studies have investigated the influence of this relationship in developing countries such as Congo.Thus,the study addresses gaps within the literature by investigating the research problem: “Can corporate social responsibility positioning be used as a mediator of consumer reactions among the competitive positioning of the restaurant industry in CONGO?”A quantitative study was conducted in a mall intercept survey of 300 Congolese by mobile phone and by email in Kinshasa and only 197 was reply.Data were analyzed using regression analysis,Descriptive analysis with SPSS,and AMOS.Results show that CSR is taken like independent variable,consumer response as dependent variable,corporate reputation as moderator and consumer trust as the mediating variable.A confirmatory factor analysis is used to test the constructs.The CSR product is more likely than non-CSR product to get customer CSR awareness,the right attitude to encourage companies,and beliefs in the CSR of that company.Although beliefs are associated with consumers' great demonstration and independence of CSR credit behavior than non-CSR product,they are not linked to integrity.However,the moderating influence of company's motive in engaging in CSR in the CSR awareness-CSR values,as well as the relationship between consumer.CSR awareness and attributions and corporate ability(CA)beliefs are now not enhanced for CSR brand than the non-CSR brands.Interestingly,this study found that less acquainted brands that associate their corporate social responsibility with familiar causes can enhance consumers' associations about the product to make favorable brand attitudes and purchase intentions.This study plays a crucial role in teaching and research,offering a contribution to the corporate social responsibility to position itself and benefits in general,especially in the growing world context.The findings reveals that the constructs are validated.The paper talk about effect of consumer trust as mediating variable on CSR.If the firm does well to the society and environment,the customer are loyal to the organization and will also have a positive word of mouth.