Since consumers' perspective regarding Corporate Social Responsibility (CSR) activities can be different from that of the companies, we thus empirically test consumers' evaluations of different CSR activities and their relative importance through consumer loyalty towards a company. In particular, the study focused on companies’ CSR activities in energy facility development (geothermal energy) to carry out a questionnaire survey among around 1500 consumers located in BRICS capital cities – i.e. Brazil, Russia, India, China, South Africa. By adopting the rologit model, the study highlighted that CSR activities considering the impact of companies’ operations on local communities had the highest relative importance for consumers. Companies can also gain strategic advantages when performing CSR activities that avoid impacts on the environment and ensure reliable communications. This study contributes to the literature on CSR-consumer binomial by taking the perspective of consumers in evaluating different areas of responsibility of CSR and related activities.