The impact of corporate social responsibility on consumer behavior: The role of profit-seeking and altruistic perceived motives

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This research investigates the impact of perceived motives of CSR on consumer behavior. Specifically, it tests the strength that profit-seeking and altruistic motives have on influencing corporate image, consumer trust, perceived quality, perceived risk and purchase intention. The total of 183 consumers from one highly respected organization answered the survey. Results indicate that altruistic motives seem to positively influence all variables of consumer behaviors contained in this study and seems to be a way of strengthening the relationship between consumers and the company itself.