1. Introduction
Corporate social responsibility (CSR) reflects a company’s commitment to ethical behavior, environmental sustainability, and social impact [
1]. It is claimed that, beyond profit-making, CSR entails integrating responsible practices into business operations, fostering positive relationships with communities, and contributing to societal well-being. It enhances a company’s reputation, attracts socially conscious consumers, and drives long-term sustainability. Corporate sustainability is defined as a process in which a firm manages social, financial, and environmental duties and responsibilities to achieve sustainable growth [
2,
3]. In the statement by the World Commission on Environment and Development (WCED) in 1987, which discussed research on sustainability that was in the initial stages, experts attributed significant importance to sustainability, and they have since discovered factors in different contexts and dimensions to achieve sustainability, including social aspects, ecological aspects, and economic aspects [
4,
5,
6]. However, Society 5.0 technologies (s5.0) represent the fifth stage of societal evolution, which mostly emphasizes the integration of cutting-edge technologies. Their importance lies in their potential to address pressing global challenges [
7]. Society 5.0 technologies can enhance healthcare, education, environmental sustainability, and other aspects of human life. Society 5.0 envisions inclusivity by reducing the digital divide and promoting social cohesion.
Likewise, customer loyalty is a business’s most important asset [
8]. It shows a customer’s dedication to repeatedly choosing a specific brand or product over its competitors. It is claimed that loyal customers not only contribute to consistent revenue but also act as brand advocates by promoting the company to others [
9]. It is asserted that building and maintaining customer loyalty involves delivering exceptional customer experiences, personalization, consistent quality, and effective communication. In an era of competition, customer loyalty is a testimony to a brand’s trustworthiness and competence to conform to the evolving needs and expectations of customers by fostering lasting relationships. Customer trust is the cornerstone of a successful business [
9]. Customer trust can foster brand loyalty, repeat sales, and positive word-of-mouth [
10,
11]. According to experts, trust can be earned through consistent quality, transparent communication, and the fulfillment of promises. It shields a brand from reputational damage, which makes it a critical asset for long-term success and customer relationships [
12].
The logic of achieving and using these variables in a developing nation, such as China, should be stated. Empirical research on CSR in the context of brand awareness and customer loyalty is critical [
13,
14]. It offers evidence-based information on the performance of CSR strategies, which will help organizations make informed decisions [
14]. This study can reveal the most effective channels and messages to optimize marketing activities. In addition, it provides a clear connection between CSR, brand recognition, and customer loyalty by providing a deeper understanding of how they are related and determining the strategies that should be used in marketing for a more successful campaign. Studying Society 5.0 in the domain of CSR is important because it links technological advancement to society. Society 5.0 is an integration of AI and IoT for businesses based on CSR that focuses on societally relevant problems. Applying the features of this model assists organizations in creating CSR programs that not only are based on ethical values but also utilize innovative solutions to contend with global issues and drive the process of sustainable development in a proper balance with economic growth [
15]. In the same manner, the empirical investigation of Society 5.0 in the brand awareness and customer loyalty context is important since this new concept merges technology with society [
7,
16]. Comprehension of its influence on these areas can advise marketing tactics. Thus, this study contributes to defining concrete channels and techniques that are in line with the principles of Society 5.0 and help in effective brand building [
16]. This research reveals how a revolution in society affects the fidelity of clients, improving the ability of businesses to evolve by upgrading their offers and the development of a genuine CRM in the present mutating environment. Further, customer loyalty and trust are subjects of empirical research that is highly crucial, as both of these factors define the success of a business [
17,
18]. By delving into empirical data, this study tries to uncover the specific drivers of loyalty and trust, which may eventually allow companies to tailor their strategies accordingly. This research provides insights into customer behavior and preferences that will support businesses in building stronger as well as more meaningful connections. This study may help to identify potential areas of improvement, enhancing customer retention and long-term brand resilience in today’s competitive and rapidly evolving market. Most previous studies were conducted in developed nations without an empirical focus; however, this study attempts to empirically demonstrate the outcomes based on these variables from the perspective of China, a developing nation.
China, the world’s most populous nation, having >1.41 billion people, is renowned for its rich history, culture, and economic growth [
19,
20]. Its influence spans global politics, technology, manufacturing, and trade. Chinese customers are crucial for the global economy. China’s massive consumer base offers significant opportunities for businesses across the world. The purchasing power of Chinese consumers influences various industries [
21]. Understanding and catering to the preferences and needs of Chinese consumers are key to success in the modern global marketplace [
21]. It is also worth noting that the level of brand awareness among Chinese consumers varies widely. For instance, in major urban areas, several consumers are highly aware of both domestic and international brands. However, in rural regions, awareness may be lower than in urban areas. This study attempts to meet certain objectives as mentioned below by showing the deep analysis of CSR, Society 5.0 (s5.0), customer awareness (CrA), customer loyalty (CrL), and customer trust (CrT).
First, this study uncovers the connection between CSR and brand awareness from the perspective of China. Second, this study examines the connection between CSR and customer loyalty. Third, this study tries to observe the direct connection between CSR on customer trust. Fourth, the aim is to explore the mediating influence of customer trust between CSR and brand awareness. Fifth, the aim is to explore the mediating influence of customer trust between CSR and customer loyalty. Sixth, this study tries to uncover the mediating nexus of Society 5.0 among the relationships of CSR, brand awareness, and customer loyalty, respectively. To this end, this study is divided into certain sections for clarity such as follows. This study presents a literature review along with hypotheses development after this introductory section. Thereafter, the section on adopted methodologies is carefully mentioned, along with detailed techniques and tools. This study presents results, along with a discussion, after the Methodology section. The final section is based on implications both managerially and theoretically. This study also presents concluding lines, limitations, and future research possibilities for researchers.
5. Implications
This study empirically contributes to the literature on corporate social responsibility (CSR), Society 5.0 (s5.0), brand awareness, customer loyalty (CrL), and customer trust (CrT). This study revealed multidirectional outcomes that confirmed the significance of CSR toward brand awareness and customer loyalty with the consideration of certain factors. For example, a positive influence of CSR was observed toward brand awareness and customer loyalty, which confirms that corporations should adopt CSR to effectively assess brand awareness and customer loyalty. This study adds to the literature by showing that customer trust is another essential element that affects the relational strength of CSR and brand awareness. Likewise, customer trust also affects the relational intensity of corporate social responsibility and customer loyalty, respectively. This study is influential because it promotes the notion of CSR with additional empirical evidence from the Chinese domain.
From a management perspective, managers should recognize the significance of CSR, which involves proper care of their stakeholders, such as consumers and society. It is critical to comprehend that CSR plays an important role in creating consumer trust and reducing the impact of competitive forces on the organization. In this way, being ethical, socially active, and environmentally sustainable helps in carving favorable brand goodwill. It was found that people respond positively to companies that portray strong CSR, thereby improving the authenticity of the brands. Furthermore, organizations should voluntarily disclose their CSR activities, as these stimulate the feelings of the consumers and increase the likelihood of repeat patronage and continued patronage. Hence, CSR is not only performed for the general betterment of society but also aims to improve consumer relationships, which leads to continuous company success. Moreover, CSR takes advantage of the consumers to create a broader concept that includes all the stakeholders, such as employees, investors, and local societies. In the case of employees, CSR enhances organizational commitment and identification because they feel proud to be a part of it, which translates to high job satisfaction and reduced turnover. Through CSR, it is crucial to have stakeholder engagement to build and sustain a good image and partnership as well as strengthen the corporate objectives. Thus, CSR is used to develop a unique value that is aimed at generating a positive change and meaningful co-ordination of business activities with society’s objectives.
Society 5.0 concept is a dynamic and human-oriented technological progression that provides numerous managerial implications in terms of brand awareness. Managers should adopt socially responsible practices and technologies by matching brand values with social requirements. By showing habitude of improving society, brands can increase their beauty and create favorable brand awareness to the resonation of socially aware clients. It is also recommended that partnering with technology-driven projects and social enterprises can create chances for brands to make a positive contribution to society. Such an approach, Society 5.0, may also play an important role in CSR initiatives and brand awareness, which in turn leads to more socially responsible and informed consumers.
6. Conclusions
It is concluded that CSR is a major player in creating brand awareness and customer loyalty. It is concluded that CSR can better strengthen the emotional bond between a brand and its consumers, which also leads to more trust, customer retention, and long-term brand loyalty. It is found that CSR is a foundational model for building the trust of the consumers toward the organizations. It is concluded that socially responsible actions are far more appealing to consumers, building up trust and eliciting positive emotions. This trust tends to result in more loyalty, which is essential to guarantee the company’s constant sustainability. Moreover, Society 5.0 capabilities play a key role in brand awareness and customer loyalty. This study found a positive correlation between CSR and brand awareness and a positive relationship with customer loyalty. This study also found a direct connection between CSR and customer trust. The mediation of customer trust was found between the connection of CSR, brand awareness, and customer loyalty. Finally, this study provides important insights into CSR and Society 5.0 as a moderating force that influences the relational intensity among CSR, brand engagement, and customer loyalty.
Limitations and Future Work
This study bears certain limitations in terms of sampling and location-based collection of the data. These constraints may serve as mechanisms for future studies. For instance, carrying out a larger sample size in future studies will improve the generalizability of the current findings. This research is limited to China; therefore, future work can encompass various regions, both developing and developed economies, to provide a more comprehensive understanding of CSR, Society 5.0, brand awareness, customer loyalty, and customer trust. To gain a more holistic perspective, researchers should explore additional factors such as other mediating variables to assess the interrelationships understanding CSR, Society 5.0, brand awareness, customer loyalty, and customer trust. Another limitation of this study is the potential for selection bias since the researchers may focus on specific industries or demographics that eventually may support its generalizability. Finally, the authors can conduct a more comprehensive analysis, such as with consideration of kurtosis, range, or skew, in their coming studies to validate the current findings from other regions of the world to promote the notion of CSR and Society 5.0.