The directions of the impact of corporate social responsibility on consumer loyalty: theoretical approaches and experience of Lebanon

The subject of the research is the study of theoretical approaches and applied assessments of the impact of CSR on consumer loyalty. The article analyzes modern theoretical concepts that explain the direction of the influence of CSR on the perception of consumers, identifies the following advantages that CSR creates for business entities: attracting new consumers, improving the consumer perception of the organization, strengthening competitive advantages in the market and expanding opportunities for attracting capital, improving social and psychological well-being of workers. The article reflects the results of an empirical study of CSR practices in Lebanon, confirming the positive perception of CSR programs by the business community. The directions of development of the theory and practice of CSR in Lebanon are determined.