THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY OI{ CONSUMER BUYING BEHAVIOUR IN INSURAI'ICE SERVICES IN AMPARA DISTRICT

Abstract

The purpose of this research study is to explore.. take effect of Corporate Social Responsibility on Consumer Buying Behaviors in Insurance Services in Ampara District. This research examines the existing levels of economic responsibility, legal responsibility, ethical responsibility, philanthropic responsibility and consumer buying behavior and also examines the relationship between economic responsibility, legal responsibility, ethical responsibility, philanthropic responsibility and consumer buying behavior and examines the impact of economic responsibility, legal responsibility, ethical responsibility, philanthropic responsibility on consumer buying behavior in insurance services in Ampara district. Although a sample of 353 consumers was selected for this study, only 318 consumers responded. 35 consumers did not respond. Therefore, this research study relies on a data set derived its survey of 3 18 consumers in selected insurance companies in Ampara district. The collected data has been analyzed by using descriptive statistics, correlation analysis and regression analysis. The result indicated that economic responsibility, legal responsibility, ethical responsibility, philanthropic responsibility and consumer buying behavior had high level. Also result indicated a strong positive relationship between economic responsibility, legal responsibility, ethical responsibility, philanthropic responsibility and consumer buying behavior. As well as shows there is significant positive impact of economic responsibility, legal responsibility, ethical responsibility, and philanthropic responsibility on consumer buying behavior