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All Journal International Journal of Entrepreneurship and Sustainability Studies
Jaybee B. Aganan
Cavite State University - CCAT Campus, Philippines
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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How Consumers Perceive CSR: A Study of Gasoline Companies' Initiatives in Cavite, Philippines Marry Nicole M. Setosta; Charles Winsyl A. Agbuya; Jaybee B. Aganan; Nerisa B. Abug
International Journal of Entrepreneurship and Sustainability Studies Vol. 6 No. 1 (2026): July
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/ijeass.v6i1.3131

Abstract

Corporate social responsibility (CSR) has evolved from an optional practice to an ethical imperative, particularly in today's competitive market where it significantly influences brand image and reputation. This study primarily examined the consumer awareness and perception on CSR initiatives of gasoline companies in Cavite, Philippines. A descriptive and narrative research design was employed using 300 consumers which was purposively selected. The study revealed that participants have a basic understanding of CSR initiatives, but lacks in-depth knowledge, particularly in community development and environmental sustainability. While demographic factors (age, sex, civil status, and education) showed weak, yet statistically significant, correlations with CSR awareness, their practical significance was minimal. Critically, price remained the dominant factor in gasoline purchasing decisions, despite qualitative feedback highlighting the importance of community-focused CSR initiatives (e.g., education, social welfare) in shaping positive brand image and trust. This suggests a disconnect between awareness and action, where CSR is valued but price drives purchasing. The study concludes that gasoline companies can leverage community-focused CSR to enhance reputation and build consumer relationships, even in price-sensitive markets. Further research should explore effective CSR communication strategies and how to translate awareness into purchasing behavior.
Co-Authors Charles Winsyl A. Agbuya Marry Nicole M. Setosta Nerisa B. Abug