ISSN 2320-5407 International Journal of Advanced Research (2016), Volume 4, Issue (1): 177- 191 177 Journal homepage: http://www.journalijar.com INTERNATIONAL JOURNAL OF ADVANCED RESEARCH RESEARCH ARTICLE THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER BEHAVIOUR IN THE RESTAURANT INDUSTRY OF INDORE Dr.Rachanaa Datey 1 , Dr.Sopnamayee Acharya 2 and Dr.Kavita Tiwari 3 1. (Asst.Prof), Institute of Business Management & Research, IPS Academy , Indore (India). 2. (Asst.Prof), Institute of Business Management & Research, IPS Academy , Indore (India). 3. Faculty of Management, Birla Institute of Technology Offshore campus, Ras Al Khaimah , UAE . Manuscript Info Abstract Manuscript History: Received: 14 November 2015 Final Accepted: 22 December 2015 Published Online: January 2016 Key words: Corporate Social Responsibility, Customer behavior, Restaurants, Indore. *Corresponding Author Dr.Kavita Tiwari The fundamental purpose of this Study is to examine the influence of Corporate Social Responsibility (CSR) initiatives on customer behaviour in the restaurant field. Moreover, this study gives a general look at current practices of CSR in the restaurant industry of Indore. Three restaurant owners in Indore were interviewed about current practices of CSR at their restaurants. Meanwhile, one hundred random customers at the local restaurants were asked in questionnaires about their reaction to different CSR activities. The analysis of both primary and secondary data indicates that CSR practices do have an impact on customer behaviour in restaurant context. However, not every CSR activity generates the same level of impact on customers. In addition, the study also reveals that restaurateurs in Indore have been doing sufficient practices of CSR at their restaurant even though they are not familiar with the term CSR. Copy Right, IJAR, 2016,. All rights reserved. 1. Introduction Several studies have found that corporate social responsibility have a significant impact on several customer-related outcomes (Bhattacharya & Sen, 2004). Based on lab experiments, CSR is reported to affect, either directly or indirectly, consumer product responses (Brown, 1998), customer-company identification (Bhattacharya & Sen, 2001), and recently customers’ product attitude (Berens, Van Riel, & Van Bruggen, 2005). Nevertheless, to this date, there is no agreement on a universal definition for the concept of CSR. Both theory and recent research evidence suggest that a corporation's socially responsible behaviour can positively affect consumers' attitudes toward the corporation. (Lichtenstein, Drumwright, & Braig, 2004.). The empirical study of Mohr and Webb (2005) indicates that CSR has an i mportant and positive influence on consumers’ company evaluations and purchase intention. 1.1 Corporate Social Responsibility Although only in common usage since the 1960s, CSR has its roots in the Industrial Revolution. There is an impressive history behind the formulation of the concept and definition of corporate social responsibility (CSR). The evolution of the CSR construct began in the 1950s, which marked the modern era of CSR. Innumerable scholars strived to formulate the concept during the 1960s, which lead to a proliferation of CSR definitions during the 1970s. In the 1980s, there were fewer definitions formed, more empirical research conducted, and alternative themes began to mature. These alternative themes included corporate social performance (CSP), stakeholder theory, and business ethics theory. In the 1990s, CSR continued to serve as a core construct in numerous researches but was transformed into alternative thematic frameworks (Carroll, 1991, 268.).