The impact of Corporate Social Responsibility (CSR) practices on consumer satisfaction and loyalty in the Cosmetic Sector

Identifier:  TFM:1799

Handle: https://hdl.handle.net/20.500.11797/TFM1799

Authors:  Ojeda Humala, Karol Gabriela

Abstract:
This study examines the impact of Corporate Social Responsibility (CSR) on consumer satisfaction and loyalty in the cosmetic sector. A survey was conducted with 80 participants, predominantly aged between 18 and 43, to assess their perceptions and knowledge about CSR practices in the cosmetic sector. The questionnaire design was based on adaptations of instruments validated by academic literature, ensuring the validity and reliability of the collected data. The descriptive analysis revealed that, although there is a general lack of knowledge about CSR practices, informed consumers tend to positively value brands committed to sustainability and social responsibility. The study's hypotheses were confirmed, demonstrating that CSR practices have a positive impact on both consumer satisfaction and loyalty, and that consumer satisfaction positively influences loyalty. This study provides evidence for cosmetic companies to integrate CSR into their strategies to improve satisfaction and foster customer loyalty