The Lahore Journal
of Business

The Lahore Journal
of Business

Lahore Journal of Business

(HEC recognized journal in “Y” category)

The Lahore Journal of Business is aimed at providing a specialized forum for dissemination of qualitative and quantitative research in various areas of business administration. The LJB invites researchers, policy makers and analysts to submit original theoretical and empirical papers that explore and contribute to the understanding of various areas in the business domain. The Journal aims at bringing together state-of-art research findings, particularly from emerging markets, in various business disciplines including (but not limited to) accounting, banking, management, marketing, finance, investments, human resource management and organizational behavior.

Haadiah Yasir, and Syeda Anna Amjad
The Lahore Journal of Business, Volume 9, Issue 2, Oct-Mar 2021, pages, 109-140 https://doi.org/10.35536/ljb.2021.v9.i2.a5

The purpose of this paper is to empirically apply the concept of Carroll’s CSR pyramid, on the buying decisions and behaviors of consumers, particularly when selecting a detergent/washing powder in Pakistan. Here, the packaging origin of the detergents’ brand has been used as the moderating variable. In addition to this, the stakeholder theory has been applied where consumers are primarily expected to be well informed of their buying choices. The study essentially comprises of a household, dropoff cross-sectional survey that has been taken by men or women who do groceries. In this regard, four elite areas of Lahore, Pakistan (DHA, Cantonment, Gulberg, and Model Town) were selected, with the assumption that the residents of these areas might be interested in a CSR initiative, taken by their preferred detergent brands. Also, the participants were selected through the convenience sampling technique, and were given 24 hours to fill the survey, at a time of their convenience. Then, the Structural Equation Modeling (SEM) technique was run on the 280 usable questionnaires that had been acquired. Theresults depicted that the buyers of detergent brandsin Pakistan are mostly attracted towards the three levels of the CSR pyramid; the economic level, the ethical level, and the philanthropic level. Moreover, findings also revealed that the packaging origin of the respective detergent brands significantly moderate the relationship between all levels of the CSR pyramid, as well as the consumer buying behavior of detergent brands, except on the legal and economic levels. This research provides insights into the other, locally packaged detergent (and household) brands, which are currently indulging, and are also interested in carrying out CSR activities. These insights may help organizations to reflect upon how, by using different levels of CSR initiatives efficiently, detergent brands can achieve more sales, with their buyers selecting their particular brand over other competing global brands.