Analyzing the Behavior of Higher Education Students Toward Green Marketing and Corporate Social Responsibility Intentions

Students’ behavior and attitudes are influenced by green marketing and corporate social responsibility (CSR). Educational institutions’ programs and initiatives help change perceptions toward the business environment. These factors significantly influence CSR performance. The main objective of this study is to analyze the impact of CSR on students’ perceptions. The influence of socio-demographic factors such as gender, religion, income, and the number of CSR-related events attended is also discussed. The review of literature supports the framing of the research model with variable groups. A questionnaire is used to collect opinions on students’ perceptions toward green marketing and CSR. Data were collected from 279 students from different educational program backgrounds in Coimbatore district. Simple percentages, descriptive statistics, correlation, regression, and SEM models were used to analyze the data. This study finds that CSR has a significant impact on green marketing and the business environment.