Received: 1st February 2024 Revised: 23rd February 2024 & 28th February 2024 Accepted: 9th February 2024 Date of Publication:15th June 2024


  • Bhrissa Daneera Nadia Himawan S.M., BSc Graduating Student at University of Groningen, Groningen, the Netherlands, Institut Teknologi Bandung, Bandung, Indonesia


Corporate Social Responsibility (CSR), Consumer Perception, Developed Country, Developing Country


This paper is a cross-country study between the Netherlands and Indonesia on how CSR perception of student consumers could affect their purchase intention on Personal Care FMCG with (a) country and (b) price sensitivity as moderators, benchmarking Caroll’s (1991) CSR priority pyramid and Visser’s (2008) developing country CSR priority pyramid, and aims to be a guideline for Personal Care FMCG companies in shaping their CSR programs. 187 samples were finalized, and 67.4% are 18-21-year-old students— making the results reflected upon younger generations. Result shows that (a) Student CSR Perception affect Personal Care FMCG Purchase Intention in both countries, (b) no country moderation affects the relationship between Student CSR Perception and Personal Care FMCG Purchase Intention, (c) little to no difference in CSR Perception in between countries, (d) different CSR priority list compared to each country’s respective CSR priority pyramid, and (e) no price sensitivity moderation that affects the relationship of Student CSR Perception and Personal Care FMCG Purchase Intention. The result concluded that younger generations from developing countries like Indonesia have gone through development through technological advancements and information dissemination that enable them to receive and respond to developed country notions, gradually equalizing their CSR perspectives.


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