The Research On The Consumers' Effect On Corporate Social Responsibility Realization

Consumer is not only the crucial shareholder of the corporation, but the consumers'movement is the important factor to drive the corporation to practice its CSR (corporate social responsibility). Unfortunately, there are not enough discussion about the consumers'effect on corporate social responsibility realization in academic field, because most of the research on the relationship between consumer and corporation are based on the marketing to analysis how the CSR influence the consumer not the vice verse. On the contrary, in this article, the author discuss how the consumer influence the CSR; especially, consumers'effect on corporate social responsibility realization.In this article, which divided into five parts to discuss the question above, according to the author? In the first part, the author make a thorough research on what factors influence the corporation to practice its CSR, including employee, none government organization, government and so on. The consumer would play an important role in this situation, when compare with other shareholders. In the second part, analysis the tie between consumers'buying intention and CSR, for the consumer buying intention has the potential power to force the corporation to practice its CSR. That is to say, the more consumers'buy intention, the more impetus of the corporation to practice its CSR. In the third part, to analysis how the consumer develop unsatisfied behavior, when corporation practice its CSR. Including safeguard, resist etc. In the force part, via the empirical research, the author find that the Chinese consumers'CSR attitude improved so much, but the question is how to bring them into practice. So, the last part of the article, the author develop several methods to improve consumers'effect on corporate social responsibility realization, they are, enhance the law system, consumer association reform ,bridge the information gap, cultivate consumer social responsibility and so on. In this way, the consumers'role in CSR realization would become true, and reliable.