The changing attitudes of consumers on environment, ecology, social responsibility, and the change of consumption habits is forcing organizations to include Corporate Social Responsibility CSR in their practice. The adoption of CSR policies is therefore no longer a matter of voluntary practice on the part of business. This study aimed at determining the effect that legal CSR has on consumer identification, However it also shows a two way relationship between CSR and law with market pressures being used to press for a new sense of responsibility. The study was carried out in Kajiado County. Explanatory survey was adapted where questionnaires in a seven point likert scale were administered to 325 Safaricom clients in the month of February 2014. Cluster sampling technique was used in selecting primary schools where Safaricom clients were studied, clients were divided into administrative divisions and then simple random sampling was done. The results of the study indicated that there was a statistical significant relationship between legal CSR and consumer identification. It was thus concluded that legal CSR has a significant effect on consumer identification.
Keywords: Consumer Identification, Law, Legal CSR, policies
