Anuj (AJ) Manchanda, a Laidlaw Scholar at the University of Toronto, delves into how Environmental CSR initiatives shape consumer choices.
Research title:
Investigating the impact of environmental corporate social responsibility initiatives on consumer behavior and purchase intention: the mediating role of how tightly linked environmental corporate social responsibility initiatives are to products
My research delves into Environmental Corporate Social Responsibility (E-CSR) initiatives and their influence on consumer behavior and purchase intentions. I explore how the connection between a company's E-CSR activities and its products—what I term "product-cause fit"—shapes consumer perceptions and buying choices. My hypothesis is that when E-CSR initiatives are closely integrated with a company's core products, they significantly boost consumer purchase intentions and foster more positive perceptions compared to initiatives with a lower degree of integration. his study is crucial as it sheds light on an underexplored area: how businesses can align their environmental efforts with their core offerings to resonate more effectively with environmentally conscious consumers. In practical terms, my findings offer actionable insights for companies looking to enhance their market position and societal impact through strategic E-CSR. By aligning their environmental initiatives closely with their products, companies can not only appeal to a growing demographic of eco-conscious consumers but also drive more sustainable business practices that are both impactful and economically viable. Moreover, this research has the potential to influence policymakers and consumer advocates to develop more robust frameworks that encourage genuine and impactful E-CSR efforts. In an era where environmental concerns are increasingly at the forefront of consumer minds, understanding these dynamics can lead to more effective and meaningful corporate environmental strategies that benefit both businesses and the broader community.
Applying research insights to the social enterprise I lead (Rescued Glass).
Where did your passion for this research originate?
Growing up in Thailand, I was confronted with the stark realities of environmental degradation from an early age. Living in a region plagued by habitat destruction and witnessing the direct impacts of climate change, my resolve to address these issues deepened. I engaged actively in environmental conservation efforts, building artificial reefs and joining afforestation and clean-up trips on Thailand’s islands. Additionally, I organized fundraising concerts, raising significant funds for the conservation of endangered species like the Slow Loris. This hands-on involvement in environmental activism laid the foundation for my deeper engagement with sustainability through the creation of Rescued Glass. I steered this social enterprise to upcycle waste into valuable products, thus addressing waste management creatively. This role not only deepened my understanding of operational challenges but also highlighted the critical role of consumer behavior in driving sustainable business practices.
Fortunately, I was afforded the opportunity to intern at various corporations, including the Royal Bank of Canada and Sleepwell Industries. These experiences exposed me to the intricate dynamics of corporate decision-making and marketing strategies, spurring questions about how businesses can genuinely integrate social responsibility with economic incentives. These roles, combined with my academic endeavors, catalyzed a curiosity about dual incentives in business—how companies can align economic goals with environmental and social good. My time at Baker McKenzie, where I explored the antitrust implications of sustainability laws, further nuanced my understanding of the legal and structural challenges businesses face in adopting sustainable practices.
This blend of experiences—corporate internships, leading a social enterprise, and hands-on environmental activism—culminated in a passionate pursuit of understanding how consumer behavior can be shaped to support environmentally and socially responsible business practices.
How have you applied your leadership skills in real life? What are some insights & lessons from your experience?
In South Africa, as a micro-enterprise consultant with Rotman Commerce and Reciprocity, I was tasked with revitalizing a local business by implementing strategic marketing solutions and digital payment systems. This role underscored the significance of cultural sensitivity and adaptability in leadership. By engaging directly with local stakeholders, I gleaned that effective leadership often requires a deep understanding of local contexts and needs. The leadership skills honed through the Laidlaw, which emphasized ethical leadership and rigorous research, were crucial in navigating the complexities of this role. Navigating the revamp of the Royal Bank of Canada’s CMA NXT marketing platform, I coordinated with over a hundred stakeholders, enhancing my skills in strategic decision-making and stakeholder management. This experience was instrumental in teaching me about the complexities of navigating large-scale corporate environments and the necessity of strategic communication and detailed planning in achieving operational success.
Traveling to 36 countries has significantly broadened my perspective, exposing me to diverse leadership styles and challenges. From these travels, I've absorbed the critical lesson that effective leadership often involves an open-minded approach—welcoming new ideas and being ready to adapt to unexpected challenges. This global exposure has instilled a flexible leadership style that is responsive rather than reactive, a skill that proves essential in both community-focused initiatives and corporate settings.
Whether through entrepreneurial ventures like Rescued Glass, corporate roles, or community projects across different countries, the core insights remain consistent: leadership demands adaptability, cultural competence, strategic vision, and a commitment to ethical standards and social responsibility.
Represented Thailand in an innovation exchange forum with the German Free Democratic Party.
What are your top leadership tips?
Dedicate time to nurturing relationships; leadership is about people.
Balance compassionate understanding of your team's needs with the courage to make tough decisions when necessary.
Demonstrate the behaviors and values you want to see in your team. Let your actions speak out loud.
Dive deep into the cultural and social fabrics of the communities you serve.
Be humble. Always.
Which particular leaders inspire you the most and why?
The leaders who inspire me most are a blend of global icons and personal influences, each embodying unique qualities that resonate deeply with my values and experiences. Global figures like Nelson Mandela, with his legacy of patience, forgiveness, and commitment to social justice, demonstrate how resilience and grace under pressure can lead to profound societal changes. Jacinda Ardern, the former Prime Minister of New Zealand, impresses with her empathetic leadership style and effective crisis management, exemplifying how compassion and decisiveness can foster unity and collective resilience in challenging times.
However, the real leaders who profoundly influence me are those I've been fortunate to be touched by in my life. My parents are prime examples, embodying the virtues of care, dignity, and integrity. My mother’s ability to handle challenges with grace and empathy, and my father’s steadfast commitment to providing and guiding our family, show that true leadership is as impactful in personal interactions as it is in public achievements.
Beyond my family, everyday people I encounter also inspire me through simple acts of leadership. The genuine kindness of strangers who help me when I am lost, unable to speak the language in a foreign country, or the selfless actions of community members who organize local initiatives—all showcase leadership in its most authentic form. True leadership manifests not only in grandiose acts but also in everyday gestures of goodwill and support, making every interaction an opportunity to lead by example.
Represented Thailand in an innovation exchange forum with the German Free Democratic Party.
Briefly describe a scene from the future you are striving to create.
In the future I envision, the foundational values of equity, sustainability, and community empowerment are deeply embedded in every aspect of society. Communities have equal access to the resources they need to thrive—clean water, renewable energy, quality education, and fair economic opportunities. Local decision-making drives urban development. Here, decisions about local resources, education programs, and community projects are made collectively. Ideally, technology and tradition blend seamlessly, with innovations like AI and big data used to predict community needs and improve living standards without sacrificing cultural heritage. Businesses, regardless of size, have inherent incentives tied to principles of social responsibility, prioritizing human well-being and environmental stewardship. The future I strive for is one where development is thoughtful and inclusive, reflecting a commitment to the well-being of the planet and all its inhabitants. It’s a future where true progress is only achievable when it uplifts everyone, especially those who have been historically underserved, and where sustained peace is not just an aspiration but a reality we live in every day. While this vision may seem idealistic, the power of relentless hope and innovative action can make it an achievable horizon.
What does it mean for you to be a Laidlaw Scholar?
Being a Laidlaw Scholar is a profound honor. It signifies more than academic recognition; it's a commitment to ethical leadership and a drive to make a meaningful impact on the world. This scholarship empowers me to pursue rigorous research aimed at understanding and solving complex global challenges, aligning with my passion for sustainability and social entrepreneurship. It provides a supportive community that fosters growth, collaboration, and innovation, enriching my journey and broadening my perspectives. I am immensely grateful for this opportunity, as it not only fuels my ambition to effect positive change but also entrusts me with the responsibility to lead with integrity, courage, and empathy. Being a Laidlaw Scholar means embodying these values daily and striving to translate the privilege of education into actionable benefits for society.
You can find Anuj on LinkedIn. If you want to learn more about Anuj's work, explore Anuj's research here.
Anuj is a Laidlaw Undergraduate Leadership and Research Scholar at @University of Toronto. Become a Laidlaw Scholar to conduct a research project of your choice, develop your leadership skills, and join a global community of changemakers from world-leading universities.
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