Influence of Societal Marketing on Consumer Purchase Decisions in the Organized Retail Sector

Abstract

This study examines the impact of societal marketing on consumer purchasing decisions in the organized retail sector; particularly how corporate social responsibility (CSR) and ethical marketing practices influence consumer behavior. In a marketplace that is changing quickly because of Millennial and Generation Z consumers, values like sustainability and honesty are becoming more important in making buying decisions. The study utilizes a quantitative research design, employing structured questionnaires to collect data from 400 urban consumers. The analysis, utilizing correlation and regression models, indicates a significant correlation between consumers' perception of a brand's societal marketing efforts and brand trust (r = 0.708, p < 0.01). However, emotional loyalty to socially responsible brands exhibited restricted predictive capability regarding consumer purchasing decisions. These findings underscore the increasing significance of genuine societal marketing strategies that authentically incorporate social and environmental values into business practices, thereby cultivating enduring consumer loyalty and enhancing brand reputation. The study also stresses the need for more research on how societal marketing affects the behavior of different types of consumers in the organized retail industry.