A Study On The Impact Of Corporate Social Responsibility On Consumer Behaviour Intention

This study from the theory of corporate social responsibility, on the basis of vast literature, combing the previous research results, given the definition of corporate social responsibility: corporate social responsibility is the voluntary commitment of enterprises outside the legal provisions to raise the social welfare and social responsibility for sustainable development, a corporate social responsibility into the main elements: corporate governance, the responsibility to consumer, employee support, environmental protection, community support and supply-chain management. Through small-scale survey found that most consumers only know the responsibility to consumer , environmental protection and community support. Through research we found that the intention of measuring consumer behavior can be loyalty, pay more and switch.Based on previous studies on the basis of the proposal to examine the conceptual framework, the major research on corporate social responsibility intention of the impact of consumer behavior, and specific studies on the ordinary consumers more familiar with the responsibility to consumer , environmental protection and community support for the three aspects of consumer behavior intention of loyalty, pay more and switch. Study on consumers conducted a questionnaire survey on the recovery of 253 valid questionnaires were used SPSS factor analysis, correlation analysis, regression analysis and analysis of variance. The main conclusion of the study are as follows:The responsibility to consumer, employee support, environmental protection for the loyalty of consumers have significant positive impact, the impact of weight 0.424,0.190 and 0.185 respectively; consumer responsibility and community support have to pay a premium significantly positive impact, the impact of weight is 0.361 and 0.133, respectively; consumer responsibility and community support to changing the tendency to have a significant negative impact, affecting weight is -0.257 and -0.252 respectively. This shows that for consumers, the most important social responsibility is responsible for the consumer, followed by the community support and environmental protection. The study also found that responsibility for environmental protection in the interest of the consumer behavior trends and the conversion premium payments are not significant.In the short term, companies fulfill their social responsibility is a way of attracting consumers, in the long run, we can be regarded it as a long-term investment enterprises, enterprises can better reflect the cultural orientation and values, enterprise development create a better social environment, so that enterprises can maintain vitality, and access to long-term sustainable development.