Influence Of Corporate Social Responsibility (CSR) On Consumer Purchasing Decision In The Banking Industry

Corporate social responsibility means that enterprises in the creation of business profits,employment,tax collection at the same time,but also to abide by business ethics and fulfill social responsibility.With the development of social economy,consumers are becoming more and more mature,people pay more and more attention to the implementation of corporate social responsibility.Corporate social responsibility is not only an important guarantee of sustainable social development,but also an important factor influencing consumer's purchasing decision.This paper first gives a brief introduction to the theory of CSR and customer purchase decision-making,and then analyzes the status quo of CSR fulfillment at Access Bank in Ghana,and on this basis,constructs a conceptual model of CSR affecting consumer purchase decisionmaking,and analyzes economic responsibility,legal liability,the impact of moral responsibility and charitable responsibility on consumer purchasing decisions and the establishment of relevant theoretical assumptions.Through the distribution of 200 questionnaires,193 valid questionnaires were collected,and the impact of various dimensions of corporate social responsibility on consumer purchasing decisions was analyzed using multiple regression,and the study showed that the social responsibility activities carried out by Access bank in Ghana had a significant impact on consumer purchasing decisions.Finally,based on the conclusion of the study,we put forward the corresponding countermeasures on how the Bank of Access in Ghana can influence the purchasing decision of consumers by fulfilling its corporate social responsibility.First,the managers of Access Bank of Ghana need to be aligned with the objectives of the enterprise in fulfilling their corporate social responsibility;Companies should influence consumers' purchasing decisions by fulfilling more ethical and charitable responsibilities.