Abstract

Purpose: The COVID-19 pandemic has had a significant impact on consumer behavior, with increased emphasis on health, sustainability, and social responsibility. Conducting research specifically in the post-COVID period allows a better understanding of how demographic characteristics interact with the evolving consumer landscape, helping businesses adapt and thrive in the new normal. This research investigates how corporate social responsibility (CSR) awareness of different demographic segments in Pakistan reflects the intention to purchase CSR practicing company products. Methodology: A convenience sampling method was adopted to collect 493 responses from FMCG product consumers on an adapted questionnaire. Smart-PLS 4.0 was used for hypotheses testing through structural equation modelling. Findings: The results show that consumer awareness of company CSR activities positively affects purchase intention. The moderating effect of demographic characteristics proved significant, and the education level of consumers had the highest magnitude of effect. Value/Originality: The outcome of the study helps in terms of addition to the body of knowledge regarding consumer behavior, aids academicians in educating the current student body on the latest regional and local consumer behavior. It will also help the industry in segmentation of the consumers on scientific grounds and design their CSR strategy to suit specific segments and niches for their ultimate competitive advantage, better revenues and profits.