Is Corporate Social Responsibility a Determinant of Purchase Intention? A Case Study Ncell Nepal
This study investigates the relationship between Corporate Social Responsibility activities performed by a
company with its behavioral effects on customer behavior indicators namely Brand Image, Perceived Price Fairness,
Awareness of CSR and Purchase Intention. This study also takes into account Perceived Service Quality and its influence on
customer Purchase Intention. The researcher surveyed 400 respondents of Generation Y in Nepal. Structural Equation
Modeling was applied for the data analysis. The results showed there is a relationship between Corporate Social
Responsibility, Perceived Price Fairness, Brand Image and Purchase Intention. Additionally this research found that a
negative relationship exists between Awareness of CSR and Purchase Intention. Based on the findings the researcher has
made recommendations to Ncell Nepal.
Keywords- Brand Image, Corporate Social Responsibility, Perceived Price Fairness, Purchase Intentions, Perceived Service
Quality, Generation Y.