Are We What We Buy? Or Is What We Buy What We Are – A Research Study on Socially Responsible Consumer Buying Behavior of People of Karachi, Pakistan

Author(s)

Noman Ahmed , Umair Ahmed , Kashif Sarwar,CSCP – , Junaid Akhtar Channa , Ashara Dana ,

Download Full PDF Pages: 109-118 | Views: 370 | Downloads: 99 | DOI: 10.5281/zenodo.3412704

Volume 2 - July 2013 (07)

Abstract

The benefits of the recent technological advancements and globalization of many corporations has disturbed our society at large. Internationally, the concept of CSR is already deep rooted and manufacturers assure their customers if they are abiding by the standard CSR policies. This study investigates how widely this concept exists in the consumers of our society. It attempts to find out “To what degree does an average consumer of our society takes social factors (such as Environmental Impact, Human Rights, Health and Business Ethics) into account before buying a product?” It attempts to gain an insight into the behavior of an average consumer/buyer towards social compliance of products available in consumer markets. The responses of an average consumer of Karachi (a metropolitan of Pakistan) are gathered through a questionnaire to build upon the theory of consumer buying behavior in the context of consumer social responsibility. This study takes into consideration six key demographic factors which are known to have a strong impact on the consumer’s concern about social responsibility. These variables include age, gender, marital status, education, salary bracket and means of sustenance. There are many aspects of social compliance. This study, however, keeps focus on three main areas namely Environment, Human Rights and Business Ethics. On the basis of these variables, responses from the consumer falling in the above mentioned demographic categories are studied. A scientifically designed questionnaire is conducted with 110 respondents who were deemed to shop frequently. Pakistani consumers do care to find out provenance of the product they use. The level of awareness of Pakistani consumers possess has proven significantly high. The demographics of the consumers play a great role in a consumer’s buying decision. Although a Pakistani consumer lack behind a western consumer in terms of socio-economic conditions, yet the consciousness of the Pakistani consumer is significant enough to be taken into account when product and services are designed for them. 

Keywords

Air Emission, Child Labor, Consumer Buying Behavior, Corporate Social Responsibility, Environmental Impact & Compliance, Ethics, Human Rights, Product Development, Product Disposal & end of Life Cycle, Social Compliance 

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