Does doing good do well? An investigation into the relationship between consumer buying behavior and CSR

Corporate Social Responsibility (CSR) has emerged globally as an important field of study as corporations increasingly recognize the positive consequences of ethical behavior in their business operations. However, despite a growing body of literature, results and definitions remain somewhat contradictory and fractured. Taking a marketing business ethics perspective, this article examines the influence of CSR in firms and its impact on consumer buying behavior through a systematic examination of state of the art literature over the past two decades (2000–2020). Our review identifies a theoretical connection between CSR initiatives and positive consumer reaction yet a lack of material relevance. Most publications have assumed linear and rational decision-making, and comparative studies addressing contextual factors e.g. culture are lacking. Following from this, our paper addresses the results and implications of CSR activities concerning these elements and creates a new framework through which consumer behavior can be analyzed.