Exploring the impact of corporate social responsibility and marketing communication on consumer consumption patterns: A qualitative study

Corporate social responsibility (CSR) is a critical factor in driving sustainable development, and marketing communication has been recognized as an effective tool for shaping consumer behavior. However, limited research exists on how marketing communication influences the relationship between CSR and consumer consumption patterns. To address this gap, a qualitative study was conducted, using a purposeful sampling of 32 fast-moving consumer goods (FMCG) sector consumers. The study aimed to identify factors contributing to the successful communication of CSR initiatives to consumers and to understand the relationship between marketing communication, CSR, and consumer consumption patterns. Data were analyzed using thematic and sentiment analyses, which revealed that transparency, authenticity, and relevance were important factors in successful CSR communication. Effective marketing communication can bridge the gap between CSR and consumer consumption patterns by increasing consumer awareness and understanding of the social and environmental impacts of a
company's products or services. The study highlights the significance of good marketing communication in bridging
the gap between CSR and consumer purchasing patterns and provides practical implications for businesses seeking
to inform consumers about their CSR activities.