Influence of Corporate Social Responsibility Initiatitves on Consumer Purchase Decisions in the Fast-Moving Consumer Goods Sector: Evidence from Nigeria

Abstract

This study investigates the influence of corporate social responsibility (CSR) initiatives on consumer purchase decisions in Nigeria's fast-moving consumer goods (FMCG) sector, a highly competitive market characterized by frequent, low-involvement purchases and intense rivalry. While traditional factors like price, quality, and availability dominate decision-making, growing consumer awareness in emerging economies has elevated CSR—encompassing social, environmental, and ethical dimensions—as a strategic differentiator that shapes brand trust, credibility, and loyalty. Drawing on stakeholder theory, signalling theory, and the theory of planned behaviour, the research addresses a key gap in context-specific empirical evidence from Nigeria, where socio-economic challenges amplify expectations for corporate societal contributions. A quantitative cross-sectional survey of 397 urban FMCG consumers revealed that CSR initiatives exert significant positive effects on purchase decisions (R² = 0.52), with social CSR showing the strongest impact (β = 0.32), followed by ethical (β = 0.28) and environmental (β = 0.21) dimensions. Consumer perception of CSR partially mediates these relationships, confirming that perceived authenticity, trust, and relevance translate CSR actions into behavioural outcomes rather than direct effects alone. These findings highlight the salience of community-oriented initiatives in developing contexts while underscoring the need for transparent communication to counter scepticism. The study advances understanding of multidimensional CSR in low-involvement markets and offers practical guidance for FMCG firms seeking competitive advantage through responsible practices aligned with local consumer values.