How corporate social responsibility initiatives affect the choice of a bank: Empirical evidence of Italian context

For all firms, it is imperative to identify and understand the factors that influence consumers purchasing behaviors and, specifically, how customer demographics relate corporate social responsibility (CSR) activities. However, limited research exists on banking consumer's preferences responses towards different CSR initiatives. Therefore, using an exploratory survey consisting of 250 received attitudes perceptions from customers Italian savings banks, we investigate interactions between three types initiatives (ethical behavior environment, inclusion initiatives, financing eco-sustainable projects) respondents' demographic characteristics. We predict choice institution among with diverse characteristics (age, geographic origin, type employment). This helps in making several important contributions which can assist banks developing effective strategies.