Research On Corporate Social Responsibility Based On Consumer's Perspective

To the corporate social responsibility, how chinese consumers cognize and hold the consumer responsibility values, how to divide the consumers by responsibility consumption, how corporations formulate social responsibility strategies on the basis of consumers' social responsibility awareness and the subdivision of the consumers are becoming more and more important research subjects.Consumers have the internal and external force for the strategy of corporate social responsibility, the consumer movement is external force, moral consumerism is internal driving force. Compared with foreign countries, the Chinese consumer movement development is slow. The relationship between social responsibility of the enterprises and strategy management is dialectical. Enterprise strategies connotate enterprise social responsibilities, while the social responsibilities of the enterprise manifest the enterprise strategies. Corporate social responsibility constitutes enterprise strategic resources.Based on qualitative research on previous literature, the article selects variables which constitute a SRCB-China (socially responsible consumer behaviour of china). Making use of measurement of consumers'evaluation on the variables and the factor analysis,the article gets the main factors composing Chinese social responsibility of consumer behavior. Through the main factors,a cluster analysis of the consumers is done and the further description of the characteristics of different clusters of consumers is also made. The paper then analysies the potential relationship between Chinese social responsibility consumption behavior and the characteristics of consumers (age, gender, income, social class, educational background, religious belief)Based on the survey of consumers, the paper gets seven category factors of corporate social responsibility. The order of the factors reflects the emphasis extent of consumers. In the consumers' opinion, the most important social responsibility which enterprises should practice is charity and social public responsibilities. Following this is customers and business partners responsibility, staff development responsibility and product liability, the environment responsibility, competitors and suppliers responsibility, basic employees responsibility, shareholders responsibility. In Carol's social responsibility4-level model, charity responsibility of the priority is given the highest expectations by the consumers.Significant positive correlation exists only between consumer's perception to internal corporate social responsibility and brand relationship and brand association. Significant positive correlation exists between consumer's perception to external corporate social responsibility and eight dimensionalities of brand equity such as brand awareness, brand favorite. This paper also verifies positive adjustment effect of socially responsible experience between consumer's perception to social responsibility and brand equity.Based on the perspective of consumers,the paper puts forward the corporate social responsibility strategic measures including setting up the correct strategic social responsibility values, implementing corporation social responsibility strategic plans based on the the consumer altruism attribution, establishing interaction mechanism of responsibility consumption and CSR,etc.