The impact of corporate social responsibility on consumer perceptions: An evaluation of an oil company’s campaign in Port Harcourt
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Background of the study
Corporate social responsibility (CSR) initiatives have become increasingly important in shaping consumer perceptions, particularly in industries often scrutinized for their environmental and social impact. In Port Harcourt, Nigeria, oil companies have been compelled to adopt CSR campaigns to mitigate negative public opinions and foster a more positive corporate image (Eze, 2023). The strategic use of CSR in this sector is designed to address both community development and environmental sustainability, thus improving consumer trust and loyalty (Nnadi, 2024). As consumers in Port Harcourt become more informed and critical of corporate behavior, CSR efforts are increasingly viewed as essential for bridging the gap between profit motives and social accountability (Uche, 2025). These initiatives include environmental remediation, community engagement programs, and investments in local infrastructure. Despite these efforts, the effectiveness of CSR campaigns in altering long-held negative perceptions remains debatable. This study aims to evaluate the impact of a specific CSR campaign by an oil company in Port Harcourt, examining the extent to which these efforts have improved consumer perceptions and contributed to a positive brand image (Eze, 2023).
Statement of the problem
Oil companies in Port Harcourt face persistent skepticism due to historical environmental and social issues. Although CSR campaigns have been launched to address these concerns, there is uncertainty regarding their success in transforming consumer perceptions (Nnadi, 2024). Consumers often question the sincerity of CSR efforts, suspecting that such campaigns may serve as mere public relations tools rather than genuine initiatives for positive change (Uche, 2025). This gap between corporate promises and consumer expectations has created a challenging environment for oil companies aiming to rebuild trust. The difficulty lies in measuring the tangible outcomes of CSR activities and establishing a clear link between these initiatives and improved consumer perceptions. This study seeks to address this problem by assessing the impact of a specific oil company’s CSR campaign on consumer perceptions in Port Harcourt, offering insights into how such initiatives can be refined to achieve desired outcomes (Eze, 2023).
Objectives of the study:
To assess the impact of CSR campaigns on consumer perceptions in Port Harcourt.
To identify the key components of effective CSR initiatives in the oil sector.
To provide recommendations for enhancing the credibility of CSR efforts.
Research questions:
How do CSR campaigns affect consumer perceptions of oil companies in Port Harcourt?
What elements of CSR initiatives are most effective in shifting consumer attitudes?
How can oil companies improve the authenticity of their CSR efforts?
Significance of the study
This study is significant because it evaluates the effectiveness of CSR campaigns in changing consumer perceptions within a controversial industry. By focusing on an oil company in Port Harcourt, the research provides valuable insights into the relationship between CSR activities and brand image restoration. The findings will assist companies in designing more credible and impactful CSR strategies, thereby rebuilding consumer trust. The study contributes to both academic knowledge and practical strategies for managing corporate reputation in industries with challenging public perceptions (Uche, 2025).
Scope and limitations of the study:
The study is limited to evaluating the impact of a specific CSR campaign by an oil company on consumer perceptions in Port Harcourt, Nigeria. The findings are confined to this particular campaign and geographic context.
Definitions of terms:
Corporate Social Responsibility (CSR): Initiatives undertaken by companies to contribute to societal and environmental well-being.
Consumer Perceptions: How consumers view and interpret a company’s actions and image.
Oil Company: A business involved in the exploration, extraction, refining, and marketing of petroleum products.
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