Heart over Mind? Effect of Perceived CSR on Consumer Buying Behaviour and the Mediating Role of Consumer Emotions
Jeanne Poulose1, Vinod Sharma2
1Jeanne Poulose, Assistant Professor, Institute of Management, CHIRST (Deemed to be University) Delhi NCR, India.
2Dr Vinod Sharma, Associate Professor, Institute of Management, CHIRST (Deemed to be University) Delhi NCR, India. 

Manuscript received on November 22, 2019. | Revised Manuscript received on November 28, 2019. | Manuscript published on November 30, 2019. | PP: 2835-2841 | Volume-8 Issue-4, November 2019. | Retrieval Number: D8355118419/2019©BEIESP | DOI: 10.35940/ijrte.D8355.118419

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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Corporate Social Responsibility (CSR) was considered a fad by most business houses and consumers when it started. Today there has been a marginal shift mandated by the CSR law in India. It is now seen as a fee that corporate has to pay to ensure that they comply with the corporate laws. But this ensures that the bare minimum is done. To get organisations to deepen their pockets and more organisations to spend, CSR in itself must appear to be a profitable proposition. This study conducted in the national capital of India shows that consumer perceives CSR in two dimensions- as benefitting the society and benefitting corporate image. This perceived CSR is seen to influence consumer buying behaviour through the mediating influence of consumer emotions.
Keywords: Corporate Social Responsibility (CSR), Consumer Emotions, Perceived Benefit to Corporate Image, Perceived Benefit to Society, Structural Equation Modelling (SEM), & Consumer Purchase Intention.
Scope of the Article: Software Domain Modelling and Analysis.