International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 5
September-October 2026

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Impact of Ethical Branding and Corporate Social Responsibility on Purchase Decisions

Author(s) Kostubh Tiwari, Shefali Pethe, Dr. Mohammad Iftekhar Khan
Country India
Abstract India's contemporary marketplace is experiencing significant structural and psychological transformation. While historically defined by pronounced price sensitivity, Indian consumers are now increasingly incorporating ethical considerations and socio-environmental awareness into their purchasing decisions. This study investigates the impact of ethical branding and corporate social responsibility (CSR) on consumer purchase behaviour across India's diverse economic landscape, with particular focus on differences between metropolitan centres and emerging Tier-2 cities. In light of mandatory CSR expenditure under the Companies Act, 2013, and the implementation of standardised ESG disclosure requirements through SEBI's Business Responsibility and Sustainability Reporting (BRSR) framework, corporate accountability has become embedded within the regulatory framework. However, a notable gap remains between environmental awareness and actual sustainable purchasing behaviour. Based on secondary data from Tata Consumer Products, ITC Limited, Mamaearth, Dabur, and selected Tier-2 enterprises, the study finds that localised ethical branding is instrumental in driving market penetration. The analysis also identifies systemic constraints, including greenwashing and the economic challenges posed by ethical price premiums, and offers strategic recommendations for practitioners and policymakers aiming to enhance India's sustainable consumption ecosystem.
Keywords Ethical Branding, Corporate Social Responsibility, Sustainable Consumption, Consumer Purchase Behaviour, Brand Trust, Greenwashing, India
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-04-27
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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