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Dissertation Title: An Assessment of the Impact of Corporate Social Responsibility (CSR) on the Customer Behavior Master title: Name: Jagdeep Singh Year: 2022 ABSTRACT The aim in place is to access the impact of CSR in the case of an influence on the customer behavior in a precise manner. However, the company taken into account is Unilever PLC. In an attempt to reach the results, qualitative research is put in place. As a result of the idea of secondary research in place, it is easy to perform comparative analysis as a result of which one can answer the queries in place in a better way. In addition, it helps the research to develop an empathy with the respondent which makes the derivation of results easier. It helps to decrease the cost. The study in place suggested that despite the fact that the work in the field of corporate social responsibility (CSR) is good, the attention is required. The reason is that after COVID – 19, there is a dire need to look for a tool through which an impact can be made on the customer behavior. The company needs to consider corporate social responsibility (CSR) in this regard as a result of which the company can enjoy an improvement in the ratio of the conversion rate. There is a need of exploration of the impact of CSR on the customer behavior in the present time that can definitely help to make the decisions of value. Through investment in corporate social responsibility (CSR), the company can win a competitive edge in the global market. It is suggested that there is a psychological idea that needs to be taken into account. As a result of CSR, the company gets another chance to influence purchase decision as a result of which an increase results in the conversion rate which is important in order to increase the ratio of profitability. 2 3 CONTENTS ABSTRACT 2 CONTENTS 4 ACKNOWLEDGEMENTS 5 DISSERTATION THESIS 7 INTRODUCTION 8 CHAPTER ONE – LITERATURE REVIEW I 11 CHAPTER TWO – LITERATURE REVIEW II 18 CHAPTER THREE – METHODOLOGY 25 CHAPTER FOUR – FINDINGS / ANALYSIS / DISCUSSION 29 4.1 FINDINGS 4.2 ANALYSIS 4.3 DISCUSSION 30 34 38 CONCLUDING REMARKS 40 BIBLIOGRAPHY 43 APPENDIX 48 4 ACKNOWLEDGEMENTS I want to pay my gratitude to my supervisor who has supported me in the project all over the way. He has offered me guidance as a result of which I was able to work on my weaknesses that offered me a competitive edge. In addition, as a result of his advices, I was able to push my boundaries which helped me to carry out the project in the best manner. 5 Statement of compliance with academic ethics and the avoidance of plagiarism I honestly declare that this dissertation is entirely my own work and none of its part has been copied from printed or electronic sources, translated from foreign sources and reproduced from essays of other researchers or students. Wherever I have been based on ideas or other people texts I clearly declare it through the good use of references following academic ethics. (In the case that is proved that part of the essay does not constitute an original work, but a copy of an already published essay or from another source, the student will be expelled permanently from the postgraduate program). Name and Surname (Capital letters): Jagdeep Singh ....................................................................................................................................... Date: 17/07/22 6 DISSERTATION THESIS (Leave this page empty) 7 INTRODUCTION It is important to analyze CSR in a comprehensive manner. It is a set of practices through which the company attempts to fulfil ethical responsibilities and social responsibilities as well (Adedeji, 2015). In the opinion of Amburgey (2021), as a result of CSR, a company aims to offer a share towards the society as a result of which it can impact customer behavior such as purchase decision as a result of which an increase in the ratio of profit can take place. For example, in the case of Google, the company made an investment of $1.5 billion in the field of renewable energy and in the case of Unilever, the company made an investment of 165.08 Cr in India in the fields of sanitization and water management as a result of which the companies reported an increase in the conversion rate up to two folds (Amburgey, 2021). Due to COVID – 19, on the global scale, a loss of $4 trillion was reported. The idea led to a spike in the economic recession as a result of which a decrease in the purchase power took place. Though it created a number of problems, the one that needs to be taken into account is that an increase resulted in the local competition and global competition as well (Andrew, 2016). In order to cope, the companies began to invest in CSR. The reason is that 81% customers want to invest in case the companies observe ethical principles (Amy et al., 2009). In addition, the customers are ready to pay 10% more only in case green products are being offered (Amy et al., 2009). On the grounds of facts in place, it can be assumed that through CSR, an influence on the customer behavior can be made which can ease the way towards success. In the case of Unilever PLC, the headquarters is present in England, United Kingdom. Till date, the company expanded in the 190 countries. On the global scale, Unilever PLC deals in categories such as food. The company is the holder of brands as well such as Dove, Lux and Sunlight as a result of which the company enjoys an increase in the share of profit. Along with this fact, one needs to take into account that the company is listed London Stock Exchange. On the grounds of the figures in place, in 2021, the company reported net assets to be €75.0950 billion, net income to be €6.6210 billion and net revenue to be €52.4440 billion (Scheel, 2021). Research Rationale Due to COVID – 19, on the global scale, a loss of $4 trillion was reported. The idea led to a spike in the economic recession as a result of which a decrease in the purchase power took place. Though it created a number of problems, the one that needs to be taken into account is that an increase resulted in the local competition and global competition as well (Andrew, 2016). In order to cope, the companies began to invest in CSR. The results can help the companies to come up with ways through which CSR can be used in order to influence customer behavior. In addition, through analysis, the company in place can figure out the practices of CSR as a result of which an increase in profitability can take place. The idea can help the company to make the investments in the righteous direction as a result of which the way towards success can be aided. 8 Research Aims The aim in place is to access the impact of CSR in the case of an influence on the customer behavior in a precise manner. However, the company taken into account is Unilever PLC. The objectives taken into account are as follows. o To access the impact of CSR in the case of an influence on the customer behavior in a precise manner. o To access the extent as a result of which CSR can make an influence on the sales of UNILEVER PLC. o To analyze a number of components of CSR as a result of which an impact can be made on the customer behavior. o To analyze the component of CSR as a result of which the company can ease the way towards success. Research Methodology To reach the conclusions, qualitative research is put in place. In this particular case, an idea taken into account is secondary research. Through comparative analysis, the results of value are drawn that helped to make the decisions in a better way. Research Questions o What are the impacts of CSR in the case of an influence on the customer behavior in a precise manner? o What is the extent as a result of which CSR can make an influence on the sales of UNILEVER PLC? o What are the components of CSR as a result of which an impact can be made on the customer behavior? o What is the component of CSR as a result of which the company can ease the way towards success? Synopsis In the case of chapter 01 along with chapter 02, the area explored is literature review in which work of the previous researchers is evaluated. This analysis helped in the case of the identification of the literature gap. In the case of chapter 3, the area explored is methodology. The analysis took into account the ways in which secondary research is conducted. In the case of 9 chapter 04, the area explored is analysis through which the questions in place are scrutinized on the grounds of which the conclusions of value are drawn. 10 CHAPTER ONE – LITERATURE REVIEW I Rationale This chapter aims at the analysis of the impact of CSR in the case of customer behavior. However, the areas of the customer behavior taken into account are customer loyalty and customer reliability as well that can help the company to ease the way towards success. In addition, the aspects associated with Unilever PLC are explored as well. 1.1. The History It is important to analyze CSR in a comprehensive manner. It is a set of practices through which the company attempts to fulfil ethical responsibilities and social responsibilities as well (Adedeji, 2015). In the opinion of Amburgey (2021), as a result of CSR, a company aims to offer a share towards the society as a result of which it can impact customer behavior such as purchase decision as a result of which an increase in the ratio of profit can take place. For example, in the case of Google, the company made an investment of $1.5 billion in the field of renewable energy and in the case of Unilever, the company made an investment of 165.08 Cr in India in the fields of sanitization and water management as a result of which the companies reported an increase in the conversion rate up to two folds (Amburgey, 2021). o The Development of Sustainability as a Concept in Business In the opinion of Andrew (2016), in 1800s, the concept of sustainability evolved. It is the period where the initiation of the Industrial Revolution took place. It is declared that in the United States, the air began to turn black and grey. In the 20th century, the limitation of the environmental laws resulted in the pollution being jaw – dropping (Andrew, 2016). In the opinion of David (2016), in 1952, in London, United Kingdom, Great Smog come in place as a result of which 4000 people and 100,000 people died and got sick in the respective manner which led to an increase in the public rage. The ideas forced regulatory bodies to introduce environmental laws. In the mid of 1965, Clean Air Act 1965 come in place which made it tougher to observe unethical practices (David, 2016). In the opinion of Douglas and Fadas (2014), in the mid of 1960, as a result of the legal bodies, it is a fact that the companies such as Union Carbide Corporation decided to shift the plants in the case of countries such as India. However, it led to Bhopal Incident as a result of which it was declared that 20,000 people died (Douglas and Fadas, 2014). In the start of 1873, in the Middle East, a war took place as a result of which an increase resulted in prices of fuels. In the opinion of Geoffrey (2013), it was the point where the companies took into account that in case, they will come up with the products which are energy efficient, they 11 can manage an influence on the customer behavior. It put the foundation of corporate social responsibility (CSR) (Geoffrey, 2013). This period is characterized by sustainability at peak. It is evident from the fact that in the United Kingdom, the acts such as Control of Pollution Act 1974 and Environmental Protection Act came in place. The companies began to focus on components such as philanthropic component and ethical component (Harrison, 2017). In the start of 1873, in the Middle East, a war took place as a result of which an increase resulted in prices of fuels. In the opinion of Geoffrey (2013), it was the point where the companies took into account that in case, they will come up with the products which are energy efficient, they can manage an influence on the customer behavior. It put the foundation of corporate social responsibility (CSR) (Geoffrey, 2013). This period is characterized by sustainability at peak. It is evident from the fact that in the United Kingdom, the acts such as Control of Pollution Act 1974 and Environmental Protection Act came in place. The companies began to focus on components such as philanthropic component and ethical component (Harrison, 2017). Figure 1 - Caroll's Pyramid of CSR Harrison (2017) In the opinion of Joseph (2014), in the mid of 2000, a focus on the climate change was done as a result of which the customers became sensitive towards sustainability. This idea forces the bodies to come up with the changes in laws such as Climate Change Act 2008 and The Energy Act 2011 as a result of which the attention on sustainability came in limelight once again (Joseph, 2014). In the opinion of Michael (2019), in the mod of 2000, in an attempt to maximize greener impacts, the introduction of the Green Supply Chain Management (GSCM) took place that promoted sustainability. This idea helped the companies to capitalize such as Ford Motors and Wal – Mart (Michael, 2019). In the case of Wal – Mart, the company came up with Packaging Scorecard through which the company counts green quotients on the grounds of ideas such as 12 emission. As a result of the idea in place, the company was able to decrease the cost by 05%. In addition, it played an important role to save the landfills as well the limit the ratio of diseases (Scheel, 2021). o In the Modern World In the opinion of Scheel (2021), in the midst of 2001, Nestle USA Beverage Division was reported to be involved in a case of the environmental violation. The company was found to be damaging air quality as a result of which a fine of $45,000 was imposed. In 2021, a case was reported where Nestle Purina Petcare Company, Inc was reported to be involved in the environmental violation. The company was found responsible for noxious odor due to which a fine of $8000,000 was imposed. The idea led to a loss in sales by 50% as a result of which the company suffered to a horrific level (Scheel, 2021). 1.2. Carroll’s Pyramid of Corporate Social Responsibility In the midst of 1979, Archie Carroll came up with a model as a result of which corporate social responsibility (CSR) was defined in a comprehensive manner. The model was composed of stages such as economic stage and philanthropic stage through which the companies can achieve success in the field of sustainability in a short period. Figure 2 - Carroll's Pyramid of CSR It is a fact that CSR is practiced by the company in place, Unilever PLC, in a comprehensive way. The description is as follows. 13 o Economic Component It is the responsibility of the company to ensure that it is profitable as a result of which it can contribute towards the society in a comprehensive way. The company is bound to ensure the fact that it is contribution towards national economy and international economy in the name of taxes in a better way. It can be assumed that economic component is the basic component through which the company can excel in the field of sustainability in a better way. It is a fact that CSR is practiced by the company in place, Unilever PLC, in a comprehensive way. The description is as follows. o In the opinion of Hansen and Seierstad (2016), amid to economic recession, it is a fact that the company is doing great. The company is adding in Gross Domestic Product (GDP) comprehensively as a result of which it needs to be appreciated. Along with the fact that the company is responsible to increase employment rate, it is responsible to increase purchase power as well. This factor led to an improvement in livelihood as a result of which the country can be declared on the path of success (Hansen and Seierstad, 2016). o In the opinion of Idowu, Vertigans and Burlea (2017), Unilever PLC can be regarded as one of the strongest of competitors in the local market and in the global market as well. However, the idea that needs to be taken into account is that the company is responsible for an increase in the switching cost that has led to development of a healthy competition which is adding towards the profitability of the country as well (Vertigans and Burlea, 2017). o In the opinion of Idress and Ullah (2011), the company is one of the most efficient payers of taxes in the United Kingdom. As a result of the fact that taxes help to drag the country towards economic stability and financial stability as well, the company is doing the best as a result of which it is adding towards the economy in a positive way (Idress and Ullah, 2011). o In the opinion of Idress and Ullah (2011), the company is one of the most efficient payers of taxes in the United Kingdom. As a result of the fact that taxes help to drag the country towards economic stability and financial stability as well, the company is doing the best as a result of which it is adding towards the economy in a positive way (Idress and Ullah, 2011). 14 o Legal Component It is the responsibility of the company to ensure that it observes legal boundaries in place in the finest manner. It needs to abide by rules and regulations. Along with local rules, the company needs to ensure that international rules are observed as well as a result of which it can definitely avoid legal inquiries that are responsible for legal issues. The company should draw a line between the right and the wrong in an attempt to avoid crossing legal lines. It can be easily assumed that legal component is the basic component through which the company can excel in the field of sustainability in a better way. It is a fact that CSR is practiced by the company, Unilever PLC, in a comprehensive way. The description is as follows. o In the opinion of Korkchi (2008), it is a fact that the company abides by the rules of Food and Drug Administration. In addition, the company offers sustainable products as well which is evident as a result of the fact that till date, more than 180 of sustainable products have been launched by the company. It reflects ethical side of the company that needs to be considered (Korkchi, 2008). o In the opinion of Pardersen (2015), it is a fact that the company abides by the rules of Environmental Protection Agency (EPA) as well. Despite the fact that the company came in limelight as a result of violations in place, it is a fact that in the recent years, the company invested in this field in a comprehensive manner. In addition, the company also offers sustainable products as well which is evident as a result of the fact that till date, more than 180 of sustainable products have been launched by the company. It reflects ethical side of the company that needs to be considered (Pardersen, 2015). o Ethical Component It is the responsibility of the company to ensure that it observes ethical boundaries in place in the finest manner. It needs to abide by rules and regulations. Along with local rules, the company needs to ensure that international rules are observed as well as a result of which it can definitely avoid legal inquiries that are responsible for legal issues. The company should draw a line between the right and the wrong in an attempt to avoid crossing ethical lines. It can be easily assumed that ethical component is the basic component through which the company can excel in the field of sustainability in a better way. It is a fact that CSR is practiced by the company, Unilever PLC, in a comprehensive way. The description is as follows. o In the opinion of Ramon (2017), in the international market, it is a fact that the complaints against Unilever PLC are minimal. In the recent years, the company came up with campaign, Enhancing Livelihood, as a result of which the company is ensuring to 15 offer sustainable livelihood as much as possible. It is supporting its farmers so that they can invest in the safe practices in an attempt to avoid health issues (Ramon, 2017). o In the opinion of Raman and Lipschutz (2010), in an attempt to play safe, the company came up with a campaign, Reducing the Environmental Impacts, as a result of which it is ensuring that a decrease in the carbon footprints can take place. The idea definitely played an important role to increase the ratio of profit. The company reported an increase in sales by 18% which can be assumed as a key performance indicator (KPI) of success (Raman and Lipschutz, 2010). o In the opinion of Vangedal (2011), in the midst of 2010, Unilever PLC was declared to be one of the most ethical companies for employees and for customers as well. In the light of the fact in place, it can be assumed that this strategy helped the company to win a competitive edge in the global market (Vangedal, 2011). o Philanthropic Component It is the responsibility of the company to ensure that it observes philanthropic boundaries in place in the finest manner. It needs to abide by rules and regulations. In addition, the company needs to ensure that it goes out of the way to support the society in an attempt to win the customers. It can be easily assumed that ethical component is the basic component through which the company can excel in the field of sustainability in a better way. It is a fact that CSR is practiced by the company, Unilever PLC, in a comprehensive way. The description is as follows. o In the opinion of Buchner (2011), the company came up with a campaign, Improving Health and Well – Being, as a result of which the company was able to serve 1 billion of the people in the global market. The company offered hygienic food as a result of which it got a chance to bring an increase in the conversion rate. It is expected that by 2018, nearly 1.42 billion of people will become a part of the program (Buchner, 2011). o In the opinion of Vangedal (2011), in the midst of 2010, Unilever PLC was declared to be one of the most ethical companies for employees and for customers as well. In the light of the fact in place, it can be assumed that this strategy helped the company to win a competitive edge in the global market (Vangedal, 2011). o In the opinion of Crowther and Seifi (2016), the company came up with a campaign, Reduce Carbon Footprint, as a result of which the company wanted to bring a decrease in carbon footprints. In addition, the company also targeted waste management along with 16 water management. The company came up with a number of changes to control the impacts which proved successful. Till 2018, the company was able to decrease the production of carbon dioxide by 52% and the production of waste by 31% (Crowther and Seifi, 2016). o In the opinion of Emeagwal (2017), the company came up with a campaign, Opportunities for Women, as a result of which the company was able to offer a number of opportunities through which women empowerment was ensured. It is reported that in a period of 8 years, 2010 to 2018, 85 million of women are offered different workshops that helped them in the case of the learning of skills that eased the way towards success (Emeagwal, 2017). Literature Gap The study in place suggested that despite the fact that the work in the field of corporate social responsibility (CSR) is good, the attention is required. The reason is that after COVID – 19, there is a dire need to look for a tool through which an impact can be made on the customer behavior. The company needs to consider corporate social responsibility (CSR) in this regard as a result of which the company can enjoy an improvement in the ratio of the conversion rate. There is a need of exploration of the impact of CSR on the customer behavior in the present time that can definitely help to make the decisions of value. 17 CHAPTER TWO – LITERATURE REVIEW II It is important to analyze CSR in a comprehensive manner. It is a set of practices through which the company attempts to fulfil ethical responsibilities and social responsibilities as well (Adedeji, 2015). In the opinion of Amburgey (2021), as a result of CSR, a company aims to offer a share towards the society as a result of which it can impact customer behavior such as purchase decision as a result of which an increase in the ratio of profit can take place. For example, in the case of Google, the company made an investment of $1.5 billion in the field of renewable energy and in the case of Unilever, the company made an investment of 165.08 Cr in India in the fields of sanitization and water management as a result of which the companies reported an increase in the conversion rate up to two folds (Amburgey, 2021). Due to COVID – 19, on the global scale, a loss of $4 trillion was reported. The idea led to a spike in the economic recession as a result of which a decrease in the purchase power took place. Though it created a number of problems, the one that needs to be taken into account is that an increase resulted in the local competition and global competition as well (Andrew, 2016). In order to cope, the companies began to invest in CSR. The reason is that 81% customers want to invest in case the companies observe ethical principles (Amy et al., 2009). In addition, the customers are ready to pay 10% more only in case green products are being offered (Amy et al., 2009). On the grounds of facts in place, it can be assumed that through CSR, an influence on the customer behavior can be made which can ease the way towards success. 2.2. The Impacts In the opinion of Adi (2015), it is a fact that in response to Brexit, the country is in the middle of a crise of the employee shortage. In the light of the issue in place, an idea that needs to be taken into account is that employee retention became difficult to an appreciable extent. The companies are observing a decrease in quality. The problems can intensify in the near future. However, it is suggested that 93% candidates prefer to work in companies which operate with a purpose in place. In the similar way, 90% employees who work in company which operate with a purpose in place claimed to be highly motivated as a result of which they are able to deliver to their fuller capacity as well. In the United Kingdom, a number of companies are using CSR as a tool in an attempt of employee retention that is serving to be purposeful. The idea can help the company in order to win a competitive edge (Adi et al., 2015). In the opinion of Buchner (2011), it is a fact that through CSR, a company can enjoy an increase in the ratio of profitability and the ratio of revenue to an appreciable extent. It is reported that one can enjoy an increase of 30% in revenue per employee as a result of which the company can ease the way towards progress. It is suggested that CSR serves as an influencer of the purchase decision as a result of which it can derive the sales in the finest manner (Buchner, 2011). In the opinion of Bowen (2013), the customers want to be associated with green products. It is 18 suggested that there is a psychological idea that needs to be taken into account. The customers want to contribute towards environment and society through a minimal effort. It is achieved through the provision of the support towards the companies that are inclined towards ethical behavior. As a result of it, there are chances that the company can enjoy an increase in the ratio of profitability (Bowen, 2013). In the opinion of David (2016), it is a fact that through CSR, a company can enjoy an increase in the ratio of profitability and the ratio of revenue to an appreciable extent. Through CSR, it is a fact that the company can harvest a number of benefits. However, it is suggested that there is a psychological idea that needs to be taken into account. As a result of CSR, the company gets another chance to influence purchase decision as a result of which an increase results in the conversion rate which is important in order to increase the ratio of profitability (David, 2016). In the opinion of Emeagwal (2017), on the grounds of stereotype content model (SCM), it is important that a company proves competence and warmth as a result of which the company can get a chance to influence purchase decision. As a result of CSR, the company offers competence and warmth in a collaborated way as a result of which the company can get an increase in sales which are important to ease the way towards progress. The customers are supportive of sustainability. The companies need to use this idea in order to improve their performance which is important to survive in the competitive market (Emeagwal, 2017). In the opinion of John (2013), it is reported that 72% customers are inclined towards a product which is made of recycled matter. The figure in place influenced a number of companies in place such as Unilever PLC to make changes in the strategy in place. For example, the changes are made in packaging as a result of which the company was able to increase conversion rate up to 28% which is a positive sign. The idea can help the company overcome economic recession which is a threat towards the company in the competitive market that needs to be tackled through strategies of value (John et al., 2013). In the opinion of Kotler and Lee (2008), the study suggested that through CSR, the company can directly work or indirectly work on the customer perception as a result of which market value can improve up to 06%. In addition, it is suggested that in the 15 years, the idea of CSR can increase shareholder value up to $1.28 billion. Through it, one can enjoy an ease in the access to capital as a result of which a decrease can take place in the ratio of failure which is important in an attempt to survive in the competitive market. The study in place suggested that in the present time, it is a fact that switching cost is low as a result of which the companies are bound to work on the ideas such as customer loyalty. It can play an important role to maintain the sales at a stagnant pace which can play an important in the improvement of the market value as well (Kotler and Lee, 2008). o Advantages As a result of CSR, it is suggested that the company can attract the employees and the investors which can offer high value. The reason in place is that 70% people are supportive of the 19 companies with greener footprints. In the light of the study in place, it is suggested that 03% candidates are even ready to accept a decrease in salaries by $10,000 per year in case the company is a supporter of sustainability (David, 2016). In addition, it is reported that 85% investors consider the idea of Economy of Common Goods in the case of investment opportunities. In case a company invests in sustainability, there are chances that it can attract the employees and the investors which can offer high value (Geoffrey, 2013). In 2020, it is reported that Profitable Sustainability Initiative (PSI) played an important role to help the company attract USD$200 million as investment which eased the way towards growth (Osborne, 2020). As a result of CSR, it is suggested that the company can enjoy a decrease in cost. It is suggested that through solar panels, Unilever PLC got an opportunity to decrease electricity bills up to 80%. It played an important role to help the company to decrease shorter – term investment cost and longer – term investment cost as well as a result of which an increase in revenue took place (Frangoul, 2018). In addition, it is suggested that the company can enjoy a decrease in cost. It is suggested that being paperless, the company can decrease the cost. For example, Unilever PLC decided to go paperless as a result of which the company got an opportunity to increase net income by US$17.89 billion (Xiong, 2021). In the opinion of John (2013), it is reported that 72% customers are inclined towards a product which is made of recycled matter. The figure in place influenced a number of companies in place such as Unilever PLC to make changes in the strategy in place. For example, the changes are made in packaging as a result of which the company was able to increase conversion rate up to 28% which is a positive sign. The idea can help the company overcome economic recession which is a threat towards the company in the competitive market that needs to be tackled through strategies of value (John et al., 2013). In the opinion of Kotler and Lee (2008), the study suggested that through CSR, the company can directly work or indirectly work on the customer perception as a result of which market value can improve up to 06%. In addition, it is suggested that in the 15 years, the idea of CSR can increase shareholder value up to $1.28 billion. Through it, one can enjoy an ease in the access to capital as a result of which a decrease can take place in the ratio of failure which is important in an attempt to survive in the competitive market. The study in place suggested that in the present time, it is a fact that switching cost is low as a result of which the companies are bound to work on the ideas such as customer loyalty. It can play an important role to maintain the sales at a stagnant pace which can play an important in the improvement of the market value as well (Kotler and Lee, 2008). o Disadvantages It is reported that the implementation of sustainability is not an easy task. It needs to take into account dedication. The company is bound to look for new investors in an attempt to implement the project. For example, in the Unilever PLC, the company implements Green Supply Chain Management (GSCM). The company ensures that it does not work with any supplier involved in 20 unethical practices as a result of which the company needed to set up a committee who can look up to these tasks in a better way (Scheel, 2021). It is reported that the implementation of sustainability is not an easy task. It needs to take into account cost as well. For example, it is reported that in case of a solar panel of 2000 sq., one needs to bear the price of $15,000 to $40,000 (Frangoul, 2018). In the similar manner, in case a company decides to go paperless, it needs to invest in technology such as Management Information System (MIS) which include an increase in the installation cost and maintenance cost as well that can put the company in a state of crises. It can make the company suffer in case the decisions of value are not made in a good way (Steele, 2021). It is reported that the implementation of sustainability is not an easy task. It needs to take into account dedication. The company is bound to look for new investors in an attempt to implement the project. For example, in the Unilever PLC, the company implements Green Supply Chain Management (GSCM). The company ensures that it does not work with any supplier involved in unethical practices as a result of which the company needed to set up a committee who can look up to these tasks in a better way (Scheel, 2021). It is reported that the implementation of sustainability is not an easy task. It needs to take into account cost as well. For example, it is reported that in case of a solar panel of 2000 sq., one needs to bear the price of $15,000 to $40,000 (Frangoul, 2018). In the similar manner, in case a company decides to go paperless, it needs to invest in technology such as Management Information System (MIS) which include an increase in the installation cost and maintenance cost as well that can put the company in a state of crises. It can make the company suffer in case the decisions of value are not made in a good way (Steele, 2021). It is reported that the companies are moving towards green washing at a rapid pace as a result of which the efforts are needed to manage the situation. For example, in 2020, Nestle PLC came up with “100% Pure Water”, a claim that came out to be untrue in the long run. However, it resulted in an increase in pressure on the competitive companies. It resulted in the diversion of customers as well. These ideas needed to be addressed as early as possible in an attempt to ensure that one avoids the backlash in the finest manner (Steele, 2021). 2.2. The Models o The Pyramid In the midst of 1979, Archie Carroll came up with a model as a result of which corporate social responsibility (CSR) was defined in a comprehensive manner. The model was composed of stages such as economic stage and philanthropic stage through which the companies can achieve success in the field of sustainability in a short period. 21 It is the responsibility of the company to ensure that it observes economic boundaries, ethical boundaries, legal boundaries and philanthropic boundaries in place in the finest manner. It needs to abide by rules and regulations. Along with local rules, the company needs to ensure that international rules are observed as well as a result of which it can definitely avoid legal inquiries that are responsible for legal issues. The company should draw a line between the right and the wrong in an attempt to avoid crossing legal lines. It can be easily assumed that these components are the basic components through which the company can excel in the field of sustainability in a better way. It is a fact that CSR is practiced by the company, Unilever PLC, in a comprehensive way. 22 Figure 3 – The Theories of Corporate Social Responsibility (CSR) Harrison (2017) It is the responsibility of the company to ensure that it observes economic boundaries, ethical boundaries, legal boundaries and philanthropic boundaries in place in the finest manner. It needs to abide by rules and regulations. Along with local rules, the company needs to ensure that international rules are observed as well as a result of which it can definitely avoid legal inquiries that are responsible for legal issues. The company should draw a line between the right and the wrong in an attempt to avoid crossing legal lines. It can be easily assumed that these components are the basic components through which the company can excel in the field of sustainability in a better way. It is a fact that CSR is practiced by the company, Unilever PLC, in a comprehensive way. 23 2.3. The Components In the opinion of Joseph (2014), in the list of the components in place, economic component holds high value. The study suggested that it is the duty of the companies to be profitable. It is the utmost responsibility of the company to ensure that it is profitable as a result of which it can contribute towards the society in a comprehensive way. The company is bound to ensure the fact that it is contribution towards national economy and international economy in the name of taxes in a comprehensive way. It can be assumed that economic component is the basic component through which the company can excel in the field of sustainability in a better way (Joseph, 2014). In the opinion of Joseph (2014), in the list of the components in place, philanthropic component holds high value. The customers want to be associated with green products. It is suggested that there is a psychological idea that needs to be taken into account. The customers want to contribute towards environment and society through a minimal effort. It is achieved through the provision of the support towards the companies that are inclined towards ethical behavior. As a result of it, there are chances that the company can enjoy an increase in the ratio of profitability (Joseph, 2014). In the opinion of Kotler and Lee (2008), the study suggested that through CSR, the company can directly work or indirectly work on the customer perception as a result of which market value can improve up to 06%. In addition, it is suggested that in the 15 years, the idea of CSR can increase shareholder value up to $1.28 billion. Through it, one can enjoy an ease in the access to capital as a result of which a decrease can take place in the ratio of failure which is important in an attempt to survive in the competitive market. The study in place suggested that in the present time, it is a fact that switching cost is low as a result of which the companies are bound to work on the ideas such as customer loyalty. It can play an important role to maintain the sales at a stagnant pace which can play an important in the improvement of the market value as well (Kotler and Lee, 2008). 2.4. The Crux The study in place suggested that despite the fact that the work in the field of corporate social responsibility (CSR) is good, the attention is required. The reason is that after COVID – 19, there is a dire need to look for a tool through which an impact can be made on the customer behavior. The company needs to consider corporate social responsibility (CSR) in this regard as a result of which the company can enjoy an improvement in the ratio of the conversion rate. There is a need of exploration of the impact of CSR on the customer behavior in the present time that can definitely help to make the decisions of value. 24 CHAPTER THREE – METHODOLOGY In the case of chapter 01 along with chapter 02, the area explored is literature review in which work of the previous researchers is evaluated. This analysis helped in the case of the identification of the literature gap. In the case of chapter 3, the area explored is methodology. The analysis took into account the ways in which secondary research is conducted. In addition, research methodology and research methods are explored as well. 3.1. Research Philosophy In the case of the philosophy, positivism philosophy, it suggests that the individuals work as drivers of society. As a result of the idea in place, it is regarded as a macro approach as well. In this particular case, the researcher is detached as a result of which one can get access to results of value in a short period. However, one needs to consider limitations as well. The idea came up with deterministic view that needs to be tackled (Amburgey, 2021). In the case of the philosophy, interpretivism philosophy, it suggests that the society works as driver of individual. As a result of the idea in place, it is regarded as a micro approach as well. However, one needs to consider limitations as well. The idea came up with indeterministic view that needs to be tackled (Andrew, 2016). 3.2. Research Methods In the case of chapter 01 along with chapter 02, the area explored is literature review in which work of the previous researchers is evaluated. This analysis helped in the case of the identification of the literature gap. In the case of chapter 3, the area explored is methodology. The analysis took into account the ways in which secondary research is conducted. In addition, research methodology and research methods are explored as well (Amy et al., 2009). o In the case of the research, qualitative research, it suggests that the researcher in place needs to take into account qualitative parameters in an attempt to derive the conclusions. However, one needs to use the tools such as interviews which include direct exchange of the questions in place. One needs to ensure that the research comes up with certain pros and certain cons as well. In case of pros, it helps the research to develop an empathy with the respondent which makes the derivation of results easier. It helps to decrease the cost. In case of cons, it can come up with researcher bias. In addition, it can make the process of the replication of results difficult which can prove to be of issue (Barth and Wolff, 2009). 25 o In the case of the research, quantitative research, it suggests that the researcher in place needs to take into account quantitative parameters in an attempt to derive the conclusions. However, one needs to use the tools such as interviews which include direct exchange of the questions in place. One needs to ensure that the research comes up with certain pros and certain cons as well. In case of pros, it does not come up with researcher bias. In addition, it cannot make the process of the replication of results difficult which can prove to be of issue. In case of cons, it cannot help the research to develop an empathy with respondent which makes the derivation of results easier. It does not help to minus the cost (David, 2016). In an attempt to reach the results, qualitative research is put in place. As a result of the idea of secondary research in place, it is easy to perform comparative analysis as a result of which one can answer the queries in place in a better way. In addition, it helps the research to develop an empathy with the respondent which makes the derivation of results easier. It helps to decrease the cost. 3.3. Research Process RQ1 o What are the impacts of CSR in the case of an influence on the customer behavior in a precise manner? RQ2 o What is the extent as a result of which CSR can make an influence on the sales of UNILEVER PLC? RQ3 o What are the components of CSR as a result of which an impact can be made on the customer behavior? RQ4 o What is the component of CSR as a result of which the company can ease the way towards success? 26 Data Collection In the case of the research, qualitative research, it suggests that the researcher in place needs to take into account qualitative parameters in an attempt to derive the conclusions. However, one needs to use the tools such as interviews which include direct exchange of the questions in place. One needs to ensure that the research comes up with certain pros and certain cons as well. o In case of pros, it helps the research to develop an empathy with the respondent which makes the derivation of results easier. It helps to decrease the cost. o In case of cons, it can come up with researcher bias. In addition, it can make the process of the replication of results difficult which can prove to be of issue. In an attempt to reach the results, qualitative research is put in place. As a result of the idea of secondary research in place, it is easy to perform comparative analysis as a result of which one can answer the queries in place in a better way. In addition, it helps the research to develop an empathy with the respondent which makes the derivation of results easier. It helps to decrease the cost. The Process o In the step 01, through the use of keywords of value, the exploration was done in the case of the electronic databases. The idea played an important role in order to respond the query. It made the assessment of the conference articles easier in particular the ones based on sustainability. In this particular case, the databases put in place are ABI/Inform Global ProQuest and Springer Link. As a result of the steps in place, the shortlisting was done associated with 68 articles which were used to get the answers in a precise manner. o In the step 02, the use of filters was done in an attempt to extract out the articles that fall in the category of non – English ones. As a result of the steps in place, the shortlisting was done associated with 50 articles which were used to get the answers in a precise manner. o In the step 03, the use of filters was done in an attempt to extract out the articles in the comprehensive manner. In this particular case, the application of parameters was done along with the author and the publisher as well. As a result of the steps, the shortlisting was done associated with 40 articles which were used to get the answers in a precise manner. The step played an important role to increase the reliability and the validity as well as a result of which the quality was improved to a good level. 27 o In the step 04, the articles were sorted as a result of which the categories were made in a precise way. These articles were subjected towards comparative analysis which played an important role to answer the queries. In addition, through systematic SLR, the exploration of ideas was done that helped to reach the conclusions in a precise way. The step played an important role to increase the reliability and the validity as well due to which the quality was improved to a good level. o In the step 04, the articles were sorted as a result of which the categories were made in a precise way. These articles were subjected towards comparative analysis which played an important role to answer the queries. In addition, through systematic SLR, the exploration of ideas was done that helped to reach the conclusions in a precise way. The step played an important role to increase the reliability and the validity as well due to which the quality was improved to a good level. 28 CHAPTER FOUR – FINDINGS / ANALYSIS / DISCUSSION 29 4.1 FINDINGS RQ1 o What are the impacts of CSR in the case of an influence on the customer behavior in a precise manner? In the opinion of Adi (2015), it is a fact that in response to Brexit, the country is in the middle of a crise of the employee shortage. In the light of the issue in place, an idea that needs to be taken into account is that employee retention became difficult to an appreciable extent. The companies are observing a decrease in quality. The problems can intensify in the near future. However, it is suggested that 93% candidates prefer to work in companies which operate with a purpose in place. In the similar way, 90% employees who work in company which operate with a purpose in place claimed to be highly motivated as a result of which they are able to deliver to their fuller capacity as well. In the United Kingdom, a number of companies are using CSR as a tool in an attempt of employee retention that is serving to be purposeful. The idea can help the company in order to win a competitive edge (Adi et al., 2015). In the opinion of Buchner (2011), it is a fact that through CSR, a company can enjoy an increase in the ratio of profitability and the ratio of revenue to an appreciable extent. It is reported that one can enjoy an increase of 30% in revenue per employee as a result of which the company can ease the way towards progress. It is suggested that CSR serves as an influencer of the purchase decision as a result of which it can derive the sales in the finest manner (Buchner, 2011). In the opinion of Bowen (2013), the customers want to be associated with green products. It is suggested that there is a psychological idea that needs to be taken into account. The customers want to contribute towards environment and society through a minimal effort. It is achieved through the provision of the support towards the companies that are inclined towards ethical behavior. As a result of it, there are chances that the company can enjoy an increase in the ratio of profitability (Bowen, 2013). RQ2 o What is the extent as a result of which CSR can make an influence on the sales of UNILEVER PLC? As a result of CSR, it is suggested that the company can enjoy a decrease in cost. It is suggested that through solar panels, Unilever PLC got an opportunity to decrease electricity bills up to 80%. It played an important role to help the company to decrease shorter – term investment cost and longer – term investment cost as well as a result of which an increase in revenue took place (Frangoul, 2018). In addition, it is suggested that the company can enjoy a decrease in cost. It is suggested that being paperless, the company can decrease the cost. For example, Unilever PLC 30 decided to go paperless as a result of which the company got an opportunity to increase net income by US$17.89 billion (Xiong, 2021). In the opinion of John (2013), it is reported that 72% customers are inclined towards a product which is made of recycled matter. The figure in place influenced a number of companies in place such as Unilever PLC to make changes in the strategy in place. For example, the changes are made in packaging as a result of which the company was able to increase conversion rate up to 28% which is a positive sign. The idea can help the company overcome economic recession which is a threat towards the company in the competitive market that needs to be tackled through strategies of value (John et al., 2013). In the opinion of Kotler and Lee (2008), the study suggested that through CSR, the company can directly work or indirectly work on the customer perception as a result of which market value can improve up to 06%. In addition, it is suggested that in the 15 years, the idea of CSR can increase shareholder value up to $1.28 billion. Through it, one can enjoy an ease in the access to capital as a result of which a decrease can take place in the ratio of failure which is important in an attempt to survive in the competitive market. The study in place suggested that in the present time, it is a fact that switching cost is low as a result of which the companies are bound to work on the ideas such as customer loyalty. It can play an important role to maintain the sales at a stagnant pace which can play an important in the improvement of the market value as well (Kotler and Lee, 2008). RQ3 o What are the components associated with corporate social responsibility (CSR) in a generalized manner? It is the responsibility of the company to ensure that it observes economic boundaries, ethical boundaries, legal boundaries and philanthropic boundaries in place in the finest manner. It needs to abide by rules and regulations. Along with local rules, the company needs to ensure that international rules are observed as well as a result of which it can definitely avoid legal inquiries that are responsible for legal issues. The company should draw a line between the right and the wrong in an attempt to avoid crossing legal lines. It can be easily assumed that these components are the basic components through which the company can excel in the field of sustainability in a better way. It is a fact that CSR is practiced by the company, Unilever PLC, in a comprehensive way. o In the opinion of Hansen and Seierstad (2016), amid to economic recession, it is a fact that the company is doing great. The company is adding in Gross Domestic Product (GDP) comprehensively as a result of which it needs to be appreciated. Along with the fact that the company is responsible to increase employment rate, it is responsible to 31 increase purchase power as well. This factor led to an improvement in livelihood as a result of which the country can be declared on the path of success (Hansen and Seierstad, 2016). o In the opinion of Idowu, Vertigans and Burlea (2017), Unilever PLC can be regarded as one of the strongest of competitors in the local market and in the global market as well. However, the idea that needs to be taken into account is that the company is responsible for an increase in the switching cost that has led to development of a healthy competition which is adding towards the profitability of the country as well (Vertigans and Burlea, 2017). o In the opinion of Ramon (2017), in the international market, it is a fact that the complaints against Unilever PLC are minimal. In the recent years, the company came up with campaign, Enhancing Livelihood, as a result of which the company is ensuring to offer sustainable livelihood as much as possible. It is supporting its farmers so that they can invest in the safe practices in an attempt to avoid health issues (Ramon, 2017). o In the opinion of Raman and Lipschutz (2010), in an attempt to play safe, the company came up with a campaign, Reducing the Environmental Impacts, as a result of which it is ensuring that a decrease in the carbon footprints can take place. The idea definitely played an important role to increase the ratio of profit. The company reported an increase in sales by 18% which can be assumed as a key performance indicator (KPI) of success (Raman and Lipschutz, 2010). o In the opinion of Buchner (2011), the company came up with a campaign, Improving Health and Well – Being, as a result of which the company was able to serve 1 billion of the people in the global market. The company offered hygienic food as a result of which it got a chance to bring an increase in the conversion rate. It is expected that by 2018, nearly 1.42 billion of people will become a part of the program (Buchner, 2011). o In the opinion of Vangedal (2011), in the midst of 2010, Unilever PLC was declared to be one of the most ethical companies for employees and for customers as well. In the light of the fact in place, it can be assumed that this strategy helped the company to win a competitive edge in the global market (Vangedal, 2011). 32 RQ4 o Which component of corporate social responsibility could have the most positive influence on the purchase decision in Unilever? In the opinion of Joseph (2014), in the list of the components in place, economic component holds high value. The study suggested that it is the duty of the companies to be profitable. It is the utmost responsibility of the company to ensure that it is profitable as a result of which it can contribute towards the society in a comprehensive way. The company is bound to ensure the fact that it is contribution towards national economy and international economy in the name of taxes in a comprehensive way. It can be assumed that economic component is the basic component through which the company can excel in the field of sustainability in a better way (Joseph, 2014). In the opinion of Joseph (2014), in the list of the components in place, philanthropic component holds high value. The customers want to be associated with green products. It is suggested that there is a psychological idea that needs to be taken into account. The customers want to contribute towards environment and society through a minimal effort. It is achieved through the provision of the support towards the companies that are inclined towards ethical behavior. As a result of it, there are chances that the company can enjoy an increase in the ratio of profitability (Joseph, 2014). 33 4.2 ANALYSIS o What are the impacts of corporate social responsibility in the case of influence on the purchase decision in Unilever? As a result of CSR, it is suggested that the company can attract the employees and the investors which can offer high value. The reason in place is that 70% people are supportive of the companies with greener footprints. In the light of the study in place, it is suggested that 03% candidates are even ready to accept a decrease in salaries by $10,000 per year in case the company is a supporter of sustainability (David, 2016). In addition, it is reported that 85% investors consider the idea of Economy of Common Goods in the case of investment opportunities. In case a company invests in sustainability, there are chances that it can attract the employees and the investors which can offer high value (Geoffrey, 2013). In 2020, it is reported that Profitable Sustainability Initiative (PSI) played an important role to help the company attract USD$200 million as investment which eased the way towards growth (Osborne, 2020). As a result of CSR, it is suggested that the company can enjoy a decrease in cost. It is suggested that through solar panels, Unilever PLC got an opportunity to decrease electricity bills up to 80%. It played an important role to help the company to decrease shorter – term investment cost and longer – term investment cost as well as a result of which an increase in revenue took place (Frangoul, 2018). In addition, it is suggested that the company can enjoy a decrease in cost. It is suggested that being paperless, the company can decrease the cost. For example, Unilever PLC decided to go paperless as a result of which the company got an opportunity to increase net income by US$17.89 billion (Xiong, 2021). In the opinion of John (2013), it is reported that 72% customers are inclined towards a product which is made of recycled matter. The figure in place influenced a number of companies in place such as Unilever PLC to make changes in the strategy in place. For example, the changes are made in packaging as a result of which the company was able to increase conversion rate up to 28% which is a positive sign. The idea can help the company overcome economic recession which is a threat towards the company in the competitive market that needs to be tackled through strategies of value (John et al., 2013). o What is the extent to which corporate social responsibility (CSR) can result in the increase in sales in Unilever? In the opinion of Kotler and Lee (2008), the study suggested that through CSR, the company can directly work or indirectly work on the customer perception as a result of which market value can improve up to 06%. In addition, it is suggested that in the 15 years, the idea of CSR can increase shareholder value up to $1.28 billion. Through it, one can enjoy an ease in the access to capital as a result of which a decrease can take place in the ratio of failure which is important in an attempt to survive in the competitive market. The study in place suggested that in the present 34 time, it is a fact that switching cost is low as a result of which the companies are bound to work on the ideas such as customer loyalty. It can play an important role to maintain the sales at a stagnant pace which can play an important in the improvement of the market value as well (Kotler and Lee, 2008). o What are the components associated with corporate social responsibility (CSR) in a generalized manner? o In the opinion of Ramon (2017), in the international market, it is a fact that the complaints against Unilever PLC are minimal. In the recent years, the company came up with campaign, Enhancing Livelihood, as a result of which the company is ensuring to offer sustainable livelihood as much as possible. It is supporting its farmers so that they can invest in the safe practices in an attempt to avoid health issues (Ramon, 2017). o In the opinion of Raman and Lipschutz (2010), in an attempt to play safe, the company came up with a campaign, Reducing the Environmental Impacts, as a result of which it is ensuring that a decrease in the carbon footprints can take place. The idea definitely played an important role to increase the ratio of profit. The company reported an increase in sales by 18% which can be assumed as a key performance indicator (KPI) of success (Raman and Lipschutz, 2010). o In the opinion of Vangedal (2011), in the midst of 2010, Unilever PLC was declared to be one of the most ethical companies for employees and for customers as well. In the light of the fact in place, it can be assumed that this strategy helped the company to win a competitive edge in the global market (Vangedal, 2011). o In the opinion of Buchner (2011), the company came up with a campaign, Improving Health and Well – Being, as a result of which the company was able to serve 1 billion of the people in the global market. The company offered hygienic food as a result of which it got a chance to bring an increase in the conversion rate. It is expected that by 2018, nearly 1.42 billion of people will become a part of the program (Buchner, 2011). o In the opinion of Vangedal (2011), in the midst of 2010, Unilever PLC was declared to be one of the most ethical companies for employees and for customers as well. In the light 35 of the fact in place, it can be assumed that this strategy helped the company to win a competitive edge in the global market (Vangedal, 2011). o In the opinion of Crowther and Seifi (2016), the company came up with a campaign, Reduce Carbon Footprint, as a result of which the company wanted to bring a decrease in carbon footprints. In addition, the company also targeted waste management along with water management. The company came up with a number of changes to control the impacts which proved successful. Till 2018, the company was able to decrease the production of carbon dioxide by 52% and the production of waste by 31% (Crowther and Seifi, 2016). o In the opinion of Emeagwal (2017), the company came up with a campaign, Opportunities for Women, as a result of which the company was able to offer a number of opportunities through which women empowerment was ensured. It is reported that in a period of 8 years, 2010 to 2018, 85 million of women are offered different workshops that helped them in the case of the learning of skills that eased the way towards success (Emeagwal, 2017). o Which component of corporate social responsibility could have the most positive influence on the purchase decision in Unilever? It is the responsibility of the company to ensure that it observes economic boundaries, ethical boundaries, legal boundaries and philanthropic boundaries in place in the finest manner. It needs to abide by rules and regulations. Along with local rules, the company needs to ensure that international rules are observed as well as a result of which it can definitely avoid legal inquiries that are responsible for legal issues. The company should draw a line between the right and the wrong in an attempt to avoid crossing legal lines. It can be easily assumed that these components are the basic components through which the company can excel in the field of sustainability in a better way. It is a fact that CSR is practiced by the company, Unilever PLC, in a comprehensive way. In the opinion of Joseph (2014), in the list of the components in place, economic component holds high value. The study suggested that it is the duty of the companies to be profitable. It is the utmost responsibility of the company to ensure that it is profitable as a result of which it can contribute towards the society in a comprehensive way. The company is bound to ensure the fact 36 that it is contribution towards national economy and international economy in the name of taxes in a comprehensive way. It can be assumed that economic component is the basic component through which the company can excel in the field of sustainability in a better way (Joseph, 2014). In the opinion of Joseph (2014), in the list of the components in place, philanthropic component holds high value. The customers want to be associated with green products. It is suggested that there is a psychological idea that needs to be taken into account. The customers want to contribute towards environment and society through a minimal effort. It is achieved through the provision of the support towards the companies that are inclined towards ethical behavior. As a result of it, there are chances that the company can enjoy an increase in the ratio of profitability (Joseph, 2014). 37 4.3 DISCUSSION It is important to analyze CSR in a comprehensive manner. It is a set of practices through which the company attempts to fulfil ethical responsibilities and social responsibilities as well (Adedeji, 2015). In the opinion of Amburgey (2021), as a result of CSR, a company aims to offer a share towards the society as a result of which it can impact customer behavior such as purchase decision as a result of which an increase in the ratio of profit can take place. For example, in the case of Google, the company made an investment of $1.5 billion in the field of renewable energy and in the case of Unilever, the company made an investment of 165.08 Cr in India in the fields of sanitization and water management as a result of which the companies reported an increase in the conversion rate up to two folds (Amburgey, 2021). Due to COVID – 19, on the global scale, a loss of $4 trillion was reported. The idea led to a spike in the economic recession as a result of which a decrease in the purchase power took place. Though it created a number of problems, the one that needs to be taken into account is that an increase resulted in the local competition and global competition as well (Andrew, 2016). In order to cope, the companies began to invest in CSR. The reason is that 81% customers want to invest in case the companies observe ethical principles (Amy et al., 2009). In addition, the customers are ready to pay 10% more only in case green products are being offered (Amy et al., 2009). On the grounds of facts in place, it can be assumed that through CSR, an influence on the customer behavior can be made which can ease the way towards success. As a result of CSR, it is suggested that the company can attract the employees and the investors which can offer high value. The reason in place is that 70% people are supportive of the companies with greener footprints. In the light of the study in place, it is suggested that 03% candidates are even ready to accept a decrease in salaries by $10,000 per year in case the company is a supporter of sustainability (David, 2016). In addition, it is reported that 85% investors consider the idea of Economy of Common Goods in the case of investment opportunities. In case a company invests in sustainability, there are chances that it can attract the employees and the investors which can offer high value (Geoffrey, 2013). In 2020, it is reported that Profitable Sustainability Initiative (PSI) played an important role to help the company attract USD$200 million as investment which eased the way towards growth (Osborne, 2020). As a result of CSR, it is suggested that the company can enjoy a decrease in cost. It is suggested that through solar panels, Unilever PLC got an opportunity to decrease electricity bills up to 80%. It played an important role to help the company to decrease shorter – term investment cost and longer – term investment cost as well as a result of which an increase in revenue took place (Frangoul, 2018). In addition, it is suggested that the company can enjoy a decrease in cost. It is suggested that being paperless, the company can decrease the cost. For example, Unilever PLC decided to go paperless as a result of which the company got an opportunity to increase net income by US$17.89 billion (Xiong, 2021). 38 It is reported that the implementation of sustainability is not an easy task. It needs to take into account dedication. The company is bound to look for new investors in an attempt to implement the project. For example, in the Unilever PLC, the company implements Green Supply Chain Management (GSCM). The company ensures that it does not work with any supplier involved in unethical practices as a result of which the company needed to set up a committee who can look up to these tasks in a better way (Scheel, 2021). It is reported that the implementation of sustainability is not an easy task. It needs to take into account cost as well. For example, it is reported that in case of a solar panel of 2000 sq., one needs to bear the price of $15,000 to $40,000 (Frangoul, 2018). In the similar manner, in case a company decides to go paperless, it needs to invest in technology such as Management Information System (MIS) which include an increase in the installation cost and maintenance cost as well that can put the company in a state of crises. It can make the company suffer in case the decisions of value are not made in a good way (Steele, 2021). 39 CONCLUDING REMARKS The aim in place is to access the impact of CSR in the case of an influence on the customer behavior in a precise manner. However, the company taken into account is Unilever PLC. The objectives taken into account are as follows. o To access the impact of CSR in the case of an influence on the customer behavior in a precise manner. o To access the extent as a result of which CSR can make an influence on the sales of UNILEVER PLC. o To analyze a number of components of CSR as a result of which an impact can be made on the customer behavior. o To analyze the component of CSR as a result of which the company can ease the way towards success. Due to COVID – 19, on the global scale, a loss of $4 trillion was reported. The idea led to a spike in the economic recession as a result of which a decrease in the purchase power took place. Though it created a number of problems, the one that needs to be taken into account is that an increase resulted in the local competition and global competition as well. In order to cope, the companies began to invest in CSR. The reason is that 81% customers want to invest in case the companies observe ethical principles. In addition, the customers are ready to pay 10% more only in case green products are being offered. On the grounds of facts in place, it can be assumed that through CSR, an influence on the customer behavior can be made which can ease the way towards success. The study in place suggested that despite the fact that the work in the field of corporate social responsibility (CSR) is good, the attention is required. The reason is that after COVID – 19, there is a dire need to look for a tool through which an impact can be made on the customer behavior. The company needs to consider corporate social responsibility (CSR) in this regard as a result of which the company can enjoy an improvement in the ratio of the conversion rate. There is a need of exploration of the impact of CSR on the customer behavior in the present time that can definitely help to make the decisions of value. Through investment in corporate social responsibility (CSR), the company can win a competitive edge in the global market. It is suggested that there is a psychological idea that needs to be taken into account. As a result of CSR, the company gets another chance to influence purchase decision as a result of which an increase results in the conversion rate which is important in order to increase the ratio of profitability. 40 3.4. Research Significance Due to COVID – 19, on the global scale, a loss of $4 trillion was reported. The idea led to a spike in the economic recession as a result of which a decrease in the purchase power took place. Though it created a number of problems, the one that needs to be taken into account is that an increase resulted in the local competition and global competition as well (Andrew, 2016). In order to cope, the companies began to invest in CSR. The results can help the companies to come up with ways through which CSR can be used in order to influence customer behavior. In addition, through analysis, the company in place can figure out the practices of CSR as a result of which an increase in profitability can take place. The idea can help the company to make the investments in the righteous direction as a result of which the way towards success can be aided. 41 42 BIBLIOGRAPHY Adedeji, F. M., 2015. Sustainability: Utilizing Lean Six Sigma Techniques. CRC Press. Amburgey, J., 2021. Go Green: Five Tips for Successfully Marketing Earth-Friendly Products, Forbes, 13 July [Online]. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2021/07/13/go-green-five-tips-forsuccessfully-marketing-earth-friendly-products/?sh=4d46bb976f45 [Accessed at: 08 June 2022]. Andrew, H. F., 2016. Human Resource Management in Construction Projects: Strategic and Management. Routledge. 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