Corporate Social Responsibility Initiatives and Their Effect on Consumers: Asahi in Europe

Abstract: Corporate social responsibility has become a crucial aspect of modern business operations, especially the beer brewing industry. This thesis delves into the effect of CSR initiatives on consumer decision making, with a focus on Asahi group holdings in Europe. Data was collected through an online survey and was analyzed using descriptive statistic methods. The findings indicate a high awareness of Corporate Social Responsibility as a term, while revealing a gap in awareness of Asahi CSR initiatives. The findings and suggestions for Asahi aim to increase consumer awareness of CSR initiatives while targeting the suitable initiatives in order to maximize consumer engagement.