A Study Of Influence Of CSR Behavior Of Multinational Corporations On Consumer Responses

With the rapid development of economy and the strengthening of comprehensive national strength, China has become the world’s largest emerging markets. The attitudes and behavior of Chinese consumers has already attracted great attention from not only local enterprises but also multinational companies. The concept of corporate social responsibility (CSR) appeared in western society, and with the economic globalization, gradually expands to developing countries through the multinational companies’supply chain. Meanwhile, along with CSR gradually being applied in corporate strategic management and marketing practice, the research of CSR and consumer responses has become a hot discussion topic. However, from the present study, existing literature mainly discusses the relationship between consumer response and CSR behavior in the developed countries, without taking into account the particularity of the multinational companies in China and other developing countries. And how different classes of Chinese consumers respond to CSR behavior of multinational corporations? These issues have not been acquired a reasonable explanation and answer.This paper attempts through the empirical research, to discuss the following questions:(1)The relationship that has been checked exists in the western developed countries, whether there is existing in the Chinese context?(2)Whether there is a significant influence of consumer demographics characteristics variables on the CSR behavior of multinational corporations on consumer response?(3)What are the similarities and differences of consumers’CSR reactions to multinational corporations and Chinese companies? Combined with China’s special economic and cultural background, to explain why there will be two different reactions. The discussion of this question is helpful for providing theoretical basis and decision support for multinational corporations, as well as how to take social responsibility strategy in China.The research explores consumer responses to CSR behavior of multinational corporations through the method of literature research and questionnaires. We select the environment protection, employee support and charitable donations as the index system to investigate the CSR behaviors of multinational corporations in China, as well as select the consumers’product purchase intention and company evaluation as the index to inspect consumers’reaction. Through the methods of correlation analysis, regression analysis and ANOVA, the main conclusions of the research are as follows:First, CSR behavior of multinational corporations in China has a positive influence on consumers’product purchase intention.Second, CSR behavior of multinational corporations in China has a significantly positive impact on consumers’company evaluation.Third, consumer demographics characteristics variables (gender, age, income, education) have a certain impact on the influence of CSR behavior of multinational corporations on consumer responses.