Are values driving Indian consumers to support firms' CSR initiatives?

The current market trends and predictions show a rising concern with the organisations for a sustainable business orientation and procedurewhich can help to maintain and strengthen their associationwith the customers. Corporate social responsibility is a kind of self regulation which companies are trying to implement and integrate in their business model to associate with customers and get their insight. But do these efforts really capable enough to engage the customers that are not much involved or showing significantly less interest in corporate social initiatives? This research paper is trying to highlight aspects of Indian middle income group consumers' attitude and perceptions toward their social involvement and also trying to develop a relation between individual's associations with any social cause with respect to their perceived human values. The motive is to discover the values which influence these middle income group customers to endow for social cause.