The participation of indian firms during covid-19 pandemic-a corporate social responsibilty perspective

Indaia witnesses te unexpected health condition with options unknown in the time of pandemic COVID-19 Frims in various markets such as health care, financial services, software, consumer goods, etc spend a significant amount of money on corporate social responsibility (CSR) activities The literature suggests that consumer stake into consideration firms' CSR activities when making business decisions, noting that and doing so either increases their business making intention or willing to pay higher prices for the frims products and services Organizations worldwide took active part in fighting the pandemic This paper is intended to bring out the CSR activities intiated by various companies in India during COVID-19 pandemic Our data reveals the conditions under which companies involved in CSR and of what type Then, in out future studies we extend to investigate how the increase in consumers' appreciation of CSR and increase in consumers' sensitivity to evaluative context affetfrims' optimal CSR strategies