The impact of corporate social responsibility (CSR) on customer purchasing behavior : a case study in Kuala Lumpur on QSR Brands (M) Holding Sdn Bhd (KFC Holding) / Nur Azimah Abd. Latiff

There has been an increasing interest on the corporate social responsibility (CSR) worldwide.CSR is not a new idea. However, CSR has never been more prominent on the corporate agenda than it is today. Using a number of publicly listed Malaysian firms over one year, this study investigates the impact of corporate socially responsible (CSR) on customer purchasing behavior in QSR Brands (M) Sdn Bhd. Corporate social responsibility has received considerable attention. The concept of ‘consumer social responsibility’ has received comparatively little attention probably because of the dominance of the notion of consumer sovereignty. If consumers’ perception of corporate social responsibility practices drive their purchase behavior, firms are motivated to invest in socially responsible practices.