Shaping Markets Through Sustainability: Exploring the Influence of Perceived Corporate Responsibilities on Consumer Purchasing Behavior

Abstract

Corporate responsibilities are imperative for businesses to foster stakeholder relationships, strengthen their brand image, and address sustainability issues. While extensive research has been conducted on CSR and consumer purchasing behavior, the Philippines' food and beverage industry remains underexplored. Hence, this study examined how perceived corporate responsibilities influence consumer purchasing behavior in the food and beverage sector. Guided by Stakeholder Theory (Freeman et al., 2018), this research employed a quantitative and cross-sectional approach. Data were collected from 205 respondents through an online survey using purposive and convenience sampling. The data were analyzed using descriptive statistics, Principal Component Analysis (PCA), and Pearson correlation. The study revealed that all perceived CSR dimensions, including philanthropic, economic, ethical, and environmental responsibilities, showed a significantly moderate positive correlation with consumer purchasing behavior. Notably, perceived economic responsibilities exhibited the strongest significant moderate positive correlation with overall consumer purchasing behavior. Based on these findings, the study underscores the importance of corporate responsibilities in addressing sustainability issues by aligning them with consumer values and expectations, fostering brand trust, driving business growth, and enhancing marketing strategies and corporate communication.