Investigating Corporate Social Responsibility in the UK Retail Sector

A Study on International Students' Perceptions and buying behaviour at Liverpool John Moores University

Abstract

This study examines how Corporate Social Responsibility (CSR) impacts the purchasing behaviour and perceptions of international students in the UK retail sector, emphasising the influence of their cultural backgrounds on attitudes toward CSR initiatives. Utilising a quantitative methodology, the study gathered survey data from a convenience sample of 61 international business students from LJMU, representing 22 nationalities. The results, collected through a Likert scale survey and analysed using T-tests, correlation, and one-way ANOVA, indicate that among Hofstede's dimensions, Individualism/Collectivism and Masculinity/Femininity have a significant relationship with how students perceive and respond to CSR, while the Power Distance dimension shows no significant connection. Students from collectivist and masculine cultures exhibited more positive attitudes toward companies engaged in CSR initiatives, making them more likely to purchase from such companies. However, economic considerations remained influential across all groups. The research underscores the importance for UK retailers to align their CSR strategies with the cultural values of diverse consumers, offering practical insights for improving CSR communication in the retail industry.