The Influence of Corporate Social Responsibility on Brand Loyalty in the Retail Industry

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摘要

This paper investigates the relationship between corporate social responsibility (CSR) practices and brand loyalty in the retail sector. With growing consumer awareness of ethical and environmental issues, retailers’ CSR initiatives have become a critical factor in shaping consumer preferences. Using a quantitative approach, we surveyed 600 retail consumers to measure their perceptions of CSR activities (environmental sustainability, community engagement, and ethical labor practices) and their impact on brand loyalty. The results indicate a significant positive correlation between CSR performance and brand loyalty, with environmental sustainability emerging as the most influential factor. Additionally, consumer trust mediates this relationship, as high CSR-performing retailers are perceived as more trustworthy, leading to increased repeat purchases and positive word-of-mouth. The findings suggest that retailers should integrate CSR into their core strategies to enhance long-term brand loyalty, particularly by communicating their initiatives transparently to consumers.

文献引用

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