CONSUMER ATTITUDES TO WARDS SOCIAL RESPONSIBILITY AND THE ENVIRONMENT SURROUNDING BUSINESS

Abstract

This research aims to investigate consumer attitudes towards Corporate Social Responsibility (CSR). Specifically, the study examines how consumer attitudes toward CSR, encompassing the dimensions of: Economic Responsibility, Legal Responsibility, Ethical Responsibility, Philanthropic Responsibility (or Social Contribution Activities) influence the overall Social Responsibility of Business. The target sample group consists of 400 residents within the Bangkok Metropolitan Area. The research instrument utilized is a questionnaire whose quality has been verified for reliability. Data analysis will be conducted using Multiple Regression Analysis (MRA). The research results revealed that consumer attitudes towards Ethical Responsibility (β = 0.464) ranked highest in influence. This was followed by consumer attitudes towards Philanthropic Responsibility (Social Activities) (β = 0.437), Legal Responsibility (β = 0.265), and lastly, Economic Responsibility (β = 0.146). The resulting prediction equation explained 51.6% of the variance in participation (Adjusted R² = 0.516). This indicates that consumers exhibited the strongest attitude towards the Ethical dimension with statistical significance. The findings can be effectively applied to develop policies and strategies concerning corporate social responsibility for businesses.