Awareness on Corporate Social Responsibilty among the Consumers of Aluva Taluk

Neeraja Unni, M Malarkodi


In today’s corporate world, the concept of Corporate Social Responsibility has been integrated into their strategic plans and policies. It has been incorporated into the decision making process taken in view of the competitive advantage that could be achieved through social initiatives. As consumers were the most sensitive group among the stakeholders to such initiatives, this paper tries to explore the awareness of consumers of companies towards CSR practices in AluvaTaluk. The paper also tries to examine whether CSR initiatives have any association with the consumers demographic profile. A total of 160 respondents were chosen from AluvaTaluk using convenience sampling technique. The data was collected through self-administered questionnaires and were analysed using SPSS 16.0 software. The study revealed that majority of the consumers of Aluva were aware of CSR but was unaware of the fact that it was a mandatory provision for the firms under the Companies Act, 2013. The consumers who were aware had only a medium level of understanding on the concept of CSR. Age, education and income of the consumers were found to have a significant association with their awareness on CSR.

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