Exploring the effect of environmental practices of corporate social responsibility on consumer brand preference in Kenya

Abstract

The purpose of this study was to establish the effect of environmental practices of corporate social responsibility on consumer brand preference for mobile phone services. Data was collected using a structured questionnaire and analyzed using both descriptive and inferential statistics. The study was conducted in Tharaka Nithi County, Kenya and established that environmental practices of corporate social responsibility had a statistically significant positive effect on consumer brand preference. The study unveiled that consumers are aware of environmental conservation measures, provision of waste disposal bins, tree planting and waste minimization. This has an effect on their perceptions, attitudes and ultimately their brand choices. This indicates the need for undertaking environmental practices of corporate social responsibility because they have a positive impact on consumer brand preference.