CORPORATE SOCIAL RESPONSIBILITY AS A STRATEGY TO BUILD CONSUMER TRUST

Kenny Ryans Alexia; Benedictus Lysander Tristan Setiawan

Authors

Kenny Ryans Alexia Universitas Bunda Mulia, Indonesia Author
Benedictus Lysander Tristan Setiawan BINUS University, Indonesia Author

Keywords:

Corporate Social Responsibility, Consumer Trust, Millennials, CSR Authenticity, CSR Communication

Abstract

This study conducts a systematic literature review to explore how Corporate Social Responsibility (CSR) initiatives influence consumer trust, with a focus on millennial consumers. A total of 52 peer-reviewed articles from 2020 to 2025 were analyzed using thematic synthesis and bibliometric analysis through VOSviewer software. The findings reveal that CSR dimensions such as environmental responsibility, ethical practices, and community engagement positively impact consumer trust, especially when initiatives are seen as authentic and well-communicated. Millennials respond strongly to CSR efforts aligned with their values and shared through digital channels. The study also identifies research gaps, including limited cross-cultural and longitudinal studies, and calls for improved CSR communication strategies. This review offers practical insights for businesses aiming to strengthen trust through responsible, transparent, and culturally relevant CSR programs.

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