Corporate Social Responsibility as a Driver of Sustainable Consumption: The Roles of Consumer Happiness and Corporate Image

Corporate social responsibility (CSR) has grown in importance as a means for companies to engage with customers who are increasingly environmentally and socially conscious. This study examines how CSR affects sustainable consumer buying tendencies, emphasizing the mediating role of consumer happiness and corporate image. Scientists contend that customers are more inclined to support businesses whose values align with CSR programs that foster positive feelings and trust. Therefore, a conceptual model was developed by following cognitive consistency theory. Data from 504 customers in Pakistan, an expanding market where awareness of sustainability issues is continually rising, were gathered to test this. The results demonstrate that CSR has a significant and favorable influence on consumer purchasing preferences, as assessed using partial least squares structural equation modeling (PLS-SEM). Crucially, the proposed relationship is not only direct: CSR improves consumer happiness and corporate image, leading to better purchase decisions. By emphasizing the emotional and perceptual processes involved, these findings provide a better understanding of how CSR influences consumer behavior. The study demonstrates how CSR can encourage more conscientious consumption habits from a sustainability standpoint, supporting Sustainable Development Goal 12 (Responsible Consumption and Production). Findings suggest that well-thought-out CSR programs may truly affect how and why customers make purchase decisions, especially in emerging countries, going beyond reputation-building.