Corporate Social Responsibility and Consumer Loyalty in Nigeria's Fmcg Sector: A Mediation Analysis of Consumer Trust
Authors
Department of Business Administration, Chrisland University, Abeokuta, Nigeria (Nigeria)
American University of Nigeria, Yola, Adamawa State, Nigeria. (Nigeria)
National Open University of Nigeria (Nigeria)
Article Information
DOI: 10.47772/IJRISS.2026.100600015
Subject Category: Corporate Social Responsibility
Volume/Issue: 10/6 | Page No: 145-154
Publication Timeline
Submitted: 2026-05-21
Accepted: 2026-05-26
Published: 2026-06-16
Abstract
1. Adebesin, A. O. (2024). The impact of corporate social responsibility on customer loyalty in Nigeria's FMCG industry. Public Journal of Marketing Research, 8(2), 55-72.
2. Adebesin, A. O., & Fatokun, G. (2024). The impact of CSR on customer loyalty in the FMCG industry: The perspective of Nigerian customers of Dangote Group. West African Journal of Business Research, 12(1), 34-51.
3. Appiah, D., Ozuem, W., & Howell, K. E. (2022). Towards sustainable brand loyalty: Attitudinal loyalty perspective. Journal of Business Research, 145, 45-56.
4. Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
5. Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48.
6. Carroll, A. B., & Brown, J. C. (2023). Corporate responsibility and stakeholder management in the modern era. Business Horizons, 66(1), 23-36.
7. Dataproject Research. (2023). The role of CSR investments in brand loyalty: A case study of Dangote Group. Nigerian Journal of Business Research, 15(2), 78-94.
8. Ekpebu, A. K. (2025). Corporate social responsibility and its effect on consumer perception of Nigerian brands. IIARD International Journal of Economics and Business Management, 11(1), 14-29.
9. Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: What affects consumer evaluations? Journal of Retailing, 76(3), 393-406.
10. Ezenagu, C. O. (2023). Social identity influence on consumer behaviour in the FMCG market in Nigeria. Nigerian Journal of Marketing Research, 8(4), 122-134.
11. Freeman, R. E. (1984). Strategic management: A stakeholder approach. Pitman.
12. Jian, L., Chen, H., & Wu, Y. (2024). Sustainability perception and consumer behaviour in the global beverage industry. International Journal of Accounting & Finance in Asia Pacific, 12(3), 88-105.
13. Kang, J., & Hustvedt, G. (2014). Building trust between consumers and corporations: The role of consumer perceptions of transparency and social responsibility. Journal of Business Ethics, 125(2), 253-265.
14. Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
15. Martínez, P., & del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer satisfaction and corporate image. International Journal of Hospitality Management, 35, 89-99.
16. Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121-147.
17. Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? Journal of Consumer Affairs, 35(1), 45-72.
18. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
19. National Bureau of Statistics. (2024). Population estimates and socio-economic indicators for Nigerian states. Abuja: NBS.
20. Nigerian Bottling Company. (2024). Sustainability and community impact report. Lagos: NBC Press.
21. Ojeh, V. N., Olawale, K. O., & Adebesin, A. O. (2025). Corporate social responsibility and its effect on consumer perception of Nigerian brands. African Journal of Business and Economic Research, 20(1), 112-129.
22. Olawale, K. O. (2024). Corporate social responsibility and customer loyalty in Nigeria's soft drink industry. African Journal of Business and Management, 12(3), 88-101.
23. Ratnakaran, S. T., & Edward, M. (2019). Evaluating cause-marketing campaigns in the Indian corporate landscape. International Journal of Nonprofit and Voluntary Sector Marketing, 24(4), e1638.
24. Saunders, M., Lewis, P., & Thornhill, A. (2023). Research methods for business students (9th ed.). Pearson.
25. Sen, S., Bhattacharya, C. B., & Korschun, D. (2006). The role of corporate social responsibility in strengthening multiple stakeholder relationships. Journal of the Academy of Marketing Science, 34(2), 158-166.
26. Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds.), Psychology of intergroup relations (pp. 7-24). Nelson-Hall.
27. Turker, D. (2009). Measuring corporate social responsibility: A scale development study. Journal of Business Ethics, 85(4), 411-427.
Keywords
Corporate Social Responsibility, Consumer Loyalty, Consumer Trust, FMCG Sector, Emerging Markets, Nigeria
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References
1. Adebesin, A. O. (2024). The impact of corporate social responsibility on customer loyalty in Nigeria's FMCG industry. Public Journal of Marketing Research, 8(2), 55-72. [Google Scholar] [Crossref]
2. Adebesin, A. O., & Fatokun, G. (2024). The impact of CSR on customer loyalty in the FMCG industry: The perspective of Nigerian customers of Dangote Group. West African Journal of Business Research, 12(1), 34-51. [Google Scholar] [Crossref]
3. Appiah, D., Ozuem, W., & Howell, K. E. (2022). Towards sustainable brand loyalty: Attitudinal loyalty perspective. Journal of Business Research, 145, 45-56. [Google Scholar] [Crossref]
4. Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84. [Google Scholar] [Crossref]
5. Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48. [Google Scholar] [Crossref]
6. Carroll, A. B., & Brown, J. C. (2023). Corporate responsibility and stakeholder management in the modern era. Business Horizons, 66(1), 23-36. [Google Scholar] [Crossref]
7. Dataproject Research. (2023). The role of CSR investments in brand loyalty: A case study of Dangote Group. Nigerian Journal of Business Research, 15(2), 78-94. [Google Scholar] [Crossref]
8. Ekpebu, A. K. (2025). Corporate social responsibility and its effect on consumer perception of Nigerian brands. IIARD International Journal of Economics and Business Management, 11(1), 14-29. [Google Scholar] [Crossref]
9. Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: What affects consumer evaluations? Journal of Retailing, 76(3), 393-406. [Google Scholar] [Crossref]
10. Ezenagu, C. O. (2023). Social identity influence on consumer behaviour in the FMCG market in Nigeria. Nigerian Journal of Marketing Research, 8(4), 122-134. [Google Scholar] [Crossref]
11. Freeman, R. E. (1984). Strategic management: A stakeholder approach. Pitman. [Google Scholar] [Crossref]
12. Jian, L., Chen, H., & Wu, Y. (2024). Sustainability perception and consumer behaviour in the global beverage industry. International Journal of Accounting & Finance in Asia Pacific, 12(3), 88-105. [Google Scholar] [Crossref]
13. Kang, J., & Hustvedt, G. (2014). Building trust between consumers and corporations: The role of consumer perceptions of transparency and social responsibility. Journal of Business Ethics, 125(2), 253-265. [Google Scholar] [Crossref]
14. Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600. [Google Scholar] [Crossref]
15. Martínez, P., & del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer satisfaction and corporate image. International Journal of Hospitality Management, 35, 89-99. [Google Scholar] [Crossref]
16. Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121-147. [Google Scholar] [Crossref]
17. Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? Journal of Consumer Affairs, 35(1), 45-72. [Google Scholar] [Crossref]
18. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. [Google Scholar] [Crossref]
19. National Bureau of Statistics. (2024). Population estimates and socio-economic indicators for Nigerian states. Abuja: NBS. [Google Scholar] [Crossref]
20. Nigerian Bottling Company. (2024). Sustainability and community impact report. Lagos: NBC Press. [Google Scholar] [Crossref]
21. Ojeh, V. N., Olawale, K. O., & Adebesin, A. O. (2025). Corporate social responsibility and its effect on consumer perception of Nigerian brands. African Journal of Business and Economic Research, 20(1), 112-129. [Google Scholar] [Crossref]
22. Olawale, K. O. (2024). Corporate social responsibility and customer loyalty in Nigeria's soft drink industry. African Journal of Business and Management, 12(3), 88-101. [Google Scholar] [Crossref]
23. Ratnakaran, S. T., & Edward, M. (2019). Evaluating cause-marketing campaigns in the Indian corporate landscape. International Journal of Nonprofit and Voluntary Sector Marketing, 24(4), e1638. [Google Scholar] [Crossref]
24. Saunders, M., Lewis, P., & Thornhill, A. (2023). Research methods for business students (9th ed.). Pearson. [Google Scholar] [Crossref]
25. Sen, S., Bhattacharya, C. B., & Korschun, D. (2006). The role of corporate social responsibility in strengthening multiple stakeholder relationships. Journal of the Academy of Marketing Science, 34(2), 158-166. [Google Scholar] [Crossref]
26. Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds.), Psychology of intergroup relations (pp. 7-24). Nelson-Hall. [Google Scholar] [Crossref]
27. Turker, D. (2009). Measuring corporate social responsibility: A scale development study. Journal of Business Ethics, 85(4), 411-427. [Google Scholar] [Crossref]