Impact of CSR on consumer behavior of Bahraini women in the cosmetics industry

Abstract

Purpose

The purpose of this paper is to investigate the impact of corporate social responsibility (CSR) awareness on the attitudes of Bahraini women consumers in the age group of 18-55 and their buying behavior toward cosmetics products.

Design/methodology/approach

Quantitative method is used for focusing on Bahraini women consumers aged between 18-55 years. Primary data comprising consumer’s buying behavior and attitudes were collected through an online questionnaire and analyzed using software like SPSS and Microsoft Office Excel.

Findings

The empirical findings revealed that Bahraini women are not aware of CSR. This lack of awareness leads to the exclusion of CSR as a factor in their purchase decisions. However, the awareness of CSR can become a reason for avoiding purchase of specific cosmetics when the consumer discovers that the producer has been involved in socially irresponsible business practices. Moreover, Bahraini women do not seek CSR-related information voluntarily from the cosmetics industry.

Research limitations/implications

This research paper is subject to sample size limitations; it focuses on women of a specific age group using cosmetics and is limited to the Kingdom of Bahrain. Survey method was used as the only primary data collection method.

Practical implications

This research provides a clear picture of how consumers behave in the absence of any or very little awareness of CSR. It can benefit cosmetics companies, both existing and new, for adopting future long-term marketing strategies to create public awareness of CSR.

Social implications

This research highlights the importance of raising awareness of CSR in the Kingdom of Bahrain and the possible implications of such activities on consumers’ purchases of cosmetics products.

Originality/value

This paper contributes significantly toward information regarding Bahraini consumers’ lack of awareness of CSR and sheds light on consumers’ behavior toward cosmetics products in the Kingdom of Bahrain.

Citation

Shabib, F. and Ganguli, S. (2017), "Impact of CSR on consumer behavior of Bahraini women in the cosmetics industry", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 13 No. 3, pp. 174-203. https://doi.org/10.1108/WJEMSD-08-2016-0041