Customer Perception of CSR Activities: A Comparative Study of Finnish and Russian Consumers

Abstract This study estimates the impact of corporate social responsibility (CSR) on customer loyalty based on the data collected during marketing research on consumer behavior in Finnish and Russian markets of dietary supplements. Concretely, the author examines the influence of perceived CSR on customer loyalty taking into account trust factor. A key focus of this work is a comparison of Finnish and Russian customer responses as well as investigation the “country” factor in customer CSR perception and its correlation with consumer loyalty and trust. In general, the findings show similarity of customer reaction to CSR initiatives in both countries. At the same time, the study illustrates some differences in Finnish and Russian customer perception and evaluating CSR level. Regarding practical issues, the author relates arguments for implementation CSR activities as a significant factor of forming customer loyalty in the two countries. The article gives implications for marketing theory and practice.