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 4
July-August 2026

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The Impact of ICT-Enabled Corporate Social Responsibility on Consumer Trust and Sustainable Purchase Behaviour: A Study Among Urban Consumers in Chennai

Author(s) Ms. Keerthana S, Dr. S.Rajkumar
Country India
Abstract The present study examines the impact of ICT-enabled Corporate Social Responsibility on consumer trust and sustainable purchase behaviour among urban consumers in Chennai. Specifically, the study investigates the effect of ICT-enabled CSR initiatives on consumer trust, analyses the relationship between consumer trust and sustainable purchase behaviour, and examines the mediating role of consumer trust in the relationship between ICT-enabled CSR and sustainable purchase behaviour. The study adopts a quantitative research design and collects primary data through a structured questionnaire from urban consumers in Chennai. The collected data are analysed using appropriate statistical techniques to test the proposed hypotheses and validate the conceptual framework. The findings are expected to demonstrate that ICT-enabled CSR initiatives positively influence consumer trust, which in turn enhances sustainable purchase behaviour. The study contributes to the existing literature by integrating ICT-enabled CSR, consumer trust, and sustainable purchase behaviour into a comprehensive framework while providing practical implications for business organizations in designing transparent and technology-driven CSR strategies that foster consumer confidence and encourage sustainable consumption.
Keywords ICT-enabled Corporate Social Responsibility, Consumer Trust, Sustainable Purchase Behaviour, Digital CSR Communication.
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-07-27
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.84569
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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