Corporate Social Responsibility and Its Impact on Brand Loyalty Among Millennial Consumers

Abstract

Corporate Social Responsibility (CSR) has become essential for businesses aiming to connect with millennial consumers, who value transparency, ethics, and sustainability in brand practices. This study investigates the impact of CSR on brand loyalty within the millennial demographic, focusing on three primary CSR dimensions: environmental responsibility, ethical labor practices, and community involvement. Using a quantitative survey of 100 millennial consumers, this research explores how each CSR aspect influences brand loyalty indicators, such as willingness to repurchase, brand advocacy, and emotional connection. Findings indicate that millennials exhibit the highest loyalty toward brands with strong environmental commitments, followed closely by those upholding ethical labor practices. Community involvement also contributes to loyalty, reinforcing the value of CSR as a multi-faceted approach to brand loyalty. The study underscores the importance of integrating genuine, transparent CSR efforts into corporate strategies to foster long-term loyalty and strengthen brand relationships with millennial consumers.