The Role of Corporate Social Responsibility in shaping Consumer Happiness: A study on Eco-Conscious Consumers

Abstract

The research aims to understand the impact of Corporate Social Responsibility (CSR) initiatives on consumer happiness: with emotional attachment as mediating variable. Consumer happiness is the intense emotional bond that a satisfied consumer develops with a specific brand (Palusuk et al., 2019). When a person feels a strong connection to a brand and views it as significant, this is known as emotional attachment (Whan Park et al., 2010). Emotional attachment was measured using 6 items which were adapted from (Levy & Hino, 2016). Consumer happiness was measured using 3 items which were adapted from (Zhong & Moon, 2020). This study employs a quantitative research design, focusing on Generation Z consumers in the FMCG sector. Data was collected using online questionnaires, with a final sample of 410 valid responses. The study found significant positive correlations between CSR initiatives, emotional attachment, and consumer happiness. The mediating effect of emotional attachment on the relationship between CSR initiatives and consumer happiness was analyzed using Hayes' PROCESS Macro (Model 4). Mediation analysis confirmed that emotional attachment significantly mediates the relationship between CSR initiatives and consumer happiness, with both direct and indirect effects being significant. The findings suggest that effective CSR initiatives enhance consumer happiness through emotional attachment. This study contributes to the literature by highlighting the mediating role of emotional attachment. FMCG companies should engage in CSR initiatives activities to strengthen brand equity, boost resilience, and cultivate consumer loyalty, which can drive increased sales and market share. Authentic CSR initiatives enhance consumer perception, promoting sustainable business models and overall corporate success. The findings of this study are limited in their generalizability due to its focus on the FMCG sector. Future studies in a variety of sectors, including technology and healthcare, should look at CSR, emotional attachment, and customer satisfaction.