Is CSR a magic word?: An exploring study of consumer behaviour in cosmetic market in Thailand.

Abstract

Many authors stated that decision-making today is more complex than in the past, especially when they are being confronted by various kinds of product (eg.: Hafstrom et al., 1992; Lysonski et al., 1995; Mitchell et al., 1998). Thailand is an example of a developing country where a huge number of products from various countries imported cosmetic products. Due to the competition in Thailand, cosmetic market is always very intense; therefore it is important for firms to understand the factors that affect the consumers purchasing behaviour. At the same time, Corporate Social Responsibility (CSR) has been one of the most popular theme for academics and marketers when they analyse its impact on consumers’ behaviour (Maignan and Ferrel, 2004; Smith, 2003). Does CSR have a positive impact on Thai consumers’ purchasing intention? To investigate this theme based on quantitative approach, we analyse the impact of CSR factor as an antecedent factor for Thai consumers’ attitudes towards cosmetic products, drawing the pathways resulting in their final decision of purchasing.