Corporate Social Responsibility and Its Impact on the Nigerian Consumer Behavior

The objective of this research is to explore the relationship between the Nigerian consumer perceptions of corporate social responsibility (CSR) and its influence on their buying behavior. This research administered a well-structured questionnaire to garner the necessary information on the outlook of Nigerian consumers towards CSR and its influence on their buying behavior with a total 400 respondents randomly selected in Lagos (South-West) and Adamawa (North-East) of Nigeria. The collected data was analyzed using descriptive and inferential statistics (Cronbach alpha, Frequency Tables, Chi-square Test). Three findings emerged. The first hypothesis indicated that Nigerian consumers have adequate knowledge about the corporate social responsibility of companies. The second hypothesis specified that Nigerian consumers’ knowledge of socially responsible practices largely influences the purchase of products. The third hypothesis directed that Nigerian consumers’ perceptions of the practices of socially responsible actions have an influence on their buying behavior. The research proffers invaluable contribution to the Nigerian corporate sector based on which they can reassess their existing CSR policies for better positioning of their company and its products in the minds of consumers. The study bridges the gap between theory and practice of CSR, by enriching the understanding of academics and practitioners on social responsibility and its influence on Nigerian consumer behavior.