International Journal of Research and Innovation in Social Science (IJRISS)
Corporate Social Responsibility and Consumer Loyalty in Nigeria's Fmcg Sector: A Mediation Analysis of Consumer Trust
Published June 16, 2026 • Vol. 10, Issue 6, pp. 145–154Open Access
DOI: 10.47772/IJRISS.2026.100600015
Abstract
1. Adebesin, A. O. (2024). The impact of corporate social responsibility on customer loyalty in Nigeria's FMCG industry. Public Journal of Marketing Research, 8(2), 55-72.
2. Adebesin, A. O., & Fatokun, G. (2024). The impact of CSR on customer loyalty in the FMCG industry: The perspective of Nigerian customers of Dangote Group. West African Journal of Business Research, 12(1), 34-51.
3. Appiah, D., Ozuem, W., & Howell, K. E. (2022). Towards sustainable brand loyalty: Attitudinal loyalty perspective. Journal of Business Research, 145, 45-56.
4. Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
5. Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48.
6. Carroll, A. B., & Brown, J. C. (2023). Corporate responsibility and stakeholder management in the modern era. Business Horizons, 66(1), 23-36.
7. Dataproject Research. (2023). The role of CSR investments in brand loyalty: A case study of Dangote Group. Nigerian Journal of Business Research, 15(2), 78-94.
8. Ekpebu, A. K. (2025). Corporate social responsibility and its effect on consumer perception of Nigerian brands. IIARD International Journal of Economics and Business Management, 11(1), 14-29.
9. Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: What affects consumer evaluations? Journal of Retailing, 76(3), 393-406.
10. Ezenagu, C. O. (2023). Social identity influence on consumer behaviour in the FMCG market in Nigeria. Nigerian Journal of Marketing Research, 8(4), 122-134.
11. Freeman, R. E. (1984). Strategic management: A stakeholder approach. Pitman.
12. Jian, L., Chen, H., & Wu, Y. (2024). Sustainability perception and consumer behaviour in the global beverage industry. International Journal of Accounting & Finance in Asia Pacific, 12(3), 88-105.
13. Kang, J., & Hustvedt, G. (2014). Building trust between consumers and corporations: The role of consumer perceptions of transparency and social responsibility. Journal of Business Ethics, 125(2), 253-265.
14. Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
15. Martínez, P., & del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer satisfaction and corporate image. International Journal of Hospitality Management, 35, 89-99.
16. Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121-147.
17. Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? Journal of Consumer Affairs, 35(1), 45-72.
18. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
19. National Bureau of Statistics. (2024). Population estimates and socio-economic indicators for Nigerian states. Abuja: NBS.
20. Nigerian Bottling Company. (2024). Sustainability and community impact report. Lagos: NBC Press.
21. Ojeh, V. N., Olawale, K. O., & Adebesin, A. O. (2025). Corporate social responsibility and its effect on consumer perception of Nigerian brands. African Journal of Business and Economic Research, 20(1), 112-129.
22. Olawale, K. O. (2024). Corporate social responsibility and customer loyalty in Nigeria's soft drink industry. African Journal of Business and Management, 12(3), 88-101.
23. Ratnakaran, S. T., & Edward, M. (2019). Evaluating cause-marketing campaigns in the Indian corporate landscape. International Journal of Nonprofit and Voluntary Sector Marketing, 24(4), e1638.
24. Saunders, M., Lewis, P., & Thornhill, A. (2023). Research methods for business students (9th ed.). Pearson.
25. Sen, S., Bhattacharya, C. B., & Korschun, D. (2006). The role of corporate social responsibility in strengthening multiple stakeholder relationships. Journal of the Academy of Marketing Science, 34(2), 158-166.
26. Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds.), Psychology of intergroup relations (pp. 7-24). Nelson-Hall.
27. Turker, D. (2009). Measuring corporate social responsibility: A scale development study. Journal of Business Ethics, 85(4), 411-427.
Keywords: Corporate Social Responsibility, Consumer Loyalty, Consumer Trust, FMCG Sector, Emerging Markets, Nigeria
| Journal | International Journal of Research and Innovation in Social Science (IJRISS) |
|---|---|
| ISSN | 2454-6186 |
| Volume / Issue | Volume 10, Issue 6 |
| Pages | 145–154 |
| Publication date | June 16, 2026 |
| DOI | 10.47772/IJRISS.2026.100600015 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
Falana Ranti B., Arokodare Michael A., & Tolulope Marvellous A. (2026). Corporate Social Responsibility and Consumer Loyalty in Nigeria's Fmcg Sector: A Mediation Analysis of Consumer Trust. International Journal of Research and Innovation in Social Science (IJRISS), 10(6), 145-154. https://doi.org/10.47772/IJRISS.2026.100600015
BibTeX
@article{Falana2026,
title = {Corporate Social Responsibility and Consumer Loyalty in Nigeria's Fmcg Sector: A Mediation Analysis of Consumer Trust},
author = {Falana Ranti B. and Arokodare Michael A. and Tolulope Marvellous A.},
journal = {International Journal of Research and Innovation in Social Science (IJRISS)},
volume = {10},
number = {6},
pages = {145--154},
year = {2026},
doi = {10.47772/IJRISS.2026.100600015},
publisher = {RSIS International}
}