Exploring the effect of environmental practices of corporate social responsibility on consumer brand preference in Kenya

Richard Mwenda Mate 1, *, Isaac Micheni Nkari 1, Catherine Kathure Kaimenyi 1 and France Aloyce Shayo 2

1 Department of Business Administration, Faculty of Business Studies, Chuka University, Kenya.
2 Department of Marketing, Entrepreneurship and Management, Faculty of Business Management, Open University of Tanzania.
 
Research Article
International Journal of Science and Research Archive, 2024, 13(02), 3864-3870.
Article DOI: 10.30574/ijsra.2024.13.2.2613
Publication history: 
Received on 19 November 2024; revised on 26 December 2024; accepted on 28 December 2024
 
Abstract: 
The purpose of this study was to establish the effect of environmental practices of corporate social responsibility on consumer brand preference for mobile phone services. Data was collected using a structured questionnaire and analyzed using both descriptive and inferential statistics. The study was conducted in Tharaka Nithi County, Kenya and established that environmental practices of corporate social responsibility had a statistically significant positive effect on consumer brand preference. The study unveiled that consumers are aware of environmental conservation measures, provision of waste disposal bins, tree planting and waste minimization. This has an effect on their perceptions, attitudes and ultimately their brand choices. This indicates the need for undertaking environmental practices of corporate social responsibility because they have a positive impact on consumer brand preference.
 
Keywords: 
Corporate social responsibility; Environmental practices; Consumer brand preference; Mobile phone services
 
Full text article in PDF: 
 
Copyright information: 

Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0