Authors: Mr. Nithish R, Mr. Karthik Sabari S, Mrs. Jeya Padma Deepa I
Abstract: Corporate Social Responsibility (CSR) has evolved into a critical aspect of contemporary business strategy, extending beyond philanthropy to encompass ethical governance, sus-tainable practices, and meaningful social engagement. This study explores the role of CSR in shaping consumer perception, emphasizing how initiatives in environmental stewardship, ethical labour practices, and community development influence consumer attitudes and decision-making. As markets become increasingly competitive and consumers more social-ly conscious, CSR has emerged as a differentiating factor that strengthens brand equity and fosters long-term loyalty. The findings reveal that CSR initiatives significantly enhance brand image by aligning corporate values with societal expectations. Ethical practices, such as fair trade and transparency, cultivate trust and credibility, while environmental efforts, including carbon reduction and sustainable sourcing, resonate strongly with eco-conscious consumers. Social contributions, such as community welfare programs and charitable part-nerships, further reinforce positive associations with the brand.
DOI: http://doi.org/10.5281/zenodo.20616748
