Corporate social responsibility (CSR) in management domains is a well-known concept that links corporate interests and environmental/community values. CSR is considered a strategic policy that offers environmental and social competitive advantages. Organizations consider that CSR-based goodwill provides a tactical competitive edge and sustainable growth. The goal of this paper is to show how CSR programs affect consumers’ purchasing intention in the context of Pakistan. In addition, the effect of customer awareness has been studied as a moderator between CSR and purchasing intention. To this end, the study has conducted a survey and gathered Pakistani customers’ responses, and structural equation modeling has been used to evaluate the results. The study concludes that CSR activities favorably affect customer purchasing intentions directly as well as indirectly through improving brand image and trust, and customer awareness of CSR activities plays a moderating role. The implications and future research directions are discussed.

Apart from the broad oversight of a company’s supply chain practices, more businesses are recognizing the importance of corporate social responsibility (CSR) and its influence on societal well-being. In addition to their financial success, ratings are being developed to analyze how well most corporations perform regarding their CSR operations. This grade can then be used to determine the market success of each firm. This study’s objective was to examine the mechanisms of how customers intend to pay premium prices for companies’ CSR activities, i.e., how CSR affects consumer–company identification and purchasing intention. We employed a questionnaire-based study to evaluate our research model generated from the literature. Using PLS-SEM, a quantitative analysis based on responses from major businesses in Pakistan was conducted. The results indicate that CSR is significantly correlated with brand image, consumer–company identification and identity attractiveness, and further leads to higher consumer satisfaction and purchasing intention. This paper contributes to the literature by confirming that consumers in Pakistan intend to buy CSR-conscious products and are willing to sponsor companies’ CSR activities. It implies that investing in CSR may improve a company’s financial performance and competitive advantage. On the other hand, the stability of this association calls for additional testing and empirical investigation.

A management idea known as corporate social responsibility encourages businesses to incorporate social and environmental considerations into their daily operations and relationships with stakeholders. The purpose of this research is to identify the aspects that influence customers’ perceptions of a brand’s commitment to social responsibility and their subsequent intentions to purchase. The theoretical model proposed draws on numerous theories of consumer behavior, including the perceived value theory, the corporate identity theory, and the theory of planned behavior. A survey was then given to 280 users in Pakistan afterwards. Later, structural equation modeling was used to evaluate the suggested model. It was discovered that customer satisfaction, brand loyalty, and brand admiration mediated the relationship between CSR and CSR-related purchase intent. In conjunction with service quality, CSR practices increase customer satisfaction. The effect of customer satisfaction on CSR purchasing intent is also mediated by brand loyalty and brand admiration. This study backs consumer behavior theories by elucidating the lagged and immediate indicators of CSR purchasing intent. CSR may result in customer satisfaction if implemented intelligently to meet its objectives. Customer satisfaction is a requirement for customers to be ready to pay for CSR.

Entrepreneurial success is determined by combination of cognitive, behavioral, and strategic factors, yet the relationship of these elements remains underexplored, particularly in dynamic market environments and emerging economies. This study examines how entrepreneurial learning intensity, psychological capital, and entrepreneurial work engagement drive success, mediated by market and service orientation, and moderated by digitalization. Based on resource-based view and psychological capital theory, the study suggests an integrated conceptual framework tested through survey data from entrepreneurial ventures. Data was collected through questionnaire surveyfrom chief executive officers of entrepreneurial ventures in China and Pakistan and analyzed through partial least square-structure equation modeling. Findings reveal that learning intensity and psychological resources significantly enhance success, with market and service orientation serving as important mediators. Digitalization further strengthens these relationships, highlighting its role as a strategic enabler. The study contributes to theory by bridging psychological and strategic perspectives, while offering practical insights for fostering resilient, customer-centric endeavors in evolving digital landscapes.

Corporate social responsibility is known a significant factor in shaping consumer behavior, particularly in socially conscious and developing economies. However, limited research has observed the psychological mechanisms through which CSR affects consumers’ willingness to pay. The objective of the study is to examine how CSR influences WTP through the mediating roles of consumer happiness, retention and emotional attachment, while also exploring the complementary role of service quality in strengthening these relationships. Drawing on cognitive consistency, stakeholder and perceived value theories, a conceptual framework was developed and tested using data from 350 consumers in Pakistan. The results reveal that CSR indirectly influences WTP through the mediators, but does not exert a significant direct influence. In contrast, service quality shows a significant direct and indirect influence on WTP. The findings propose that emotional and relational factors mediate the relationship of corporate social responsibility and willingness to pay and highlight the importance of integrating corporate social responsibility with high service quality to improve consumer satisfaction and price tolerance. The study offers theoretical and managerial implications for using corporate social responsibility and service quality to foster long-lasting consumer relationships and improve pricing strategies in developing economies.