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Abstract

The research entitled “Issue Involvement in Relation to Consumer’s Response towards the Company’s Corporate Social Responsibility, Initiatives and Corporate Image” was a quantitative research employing a survey  method  and  using  questionnaires  as  research instrument. The sample consisted of 1,226 consumers who were aware of the company’s (SCG) and its corporate social responsibility initiatives. Multi-staged data sampling were used. The data were collected in Bangkok area. Social issue investigated was “Environmental Protection.” The research’s objectives were to study the involvement of consumers with different demographic profiles towards the social issue and to examine different consumers’ responses and the company’s CSR corporate image. In addition, the five hypotheses were tested and confirmed.

The results were as follows:

1. Hypothesis 1 : Consumers with different demographics - ages, education backgrounds, occupations, monthly incomes, marital status - had different involvement  towards social issue investigated.

2. Hypothesis  2  :   Consumers  with  different involvement  towards social issue had different responses - familiarities, attitudes, and purchase intentions  -  towards the  company’s  CSR  initiatives.

3. Hypothesis  3  :   Consumers  with  different involvement   towards   social   issue   had   different company’s  CSR  corporate image.

4. Hypothesis   4   :   Consumer’s  involvement towards social issue was related to consumer’s responses towards the  company’s  CSR  Initiatives.

5. Hypothesis   5   :   Consumer’s  involvement towards social issue was related to consumer’s perceptions of  the company’s CSR  corporate image.