| In recent years, more and more events occur which are harmful to people，employees,environment and society, such as food and drug safety, employees jumping of Foxcoon,mine-accident and so on in China. People began to focus on Corporate Social Responsibility, inaddition, the implementation of the strategy of invigorating China through science and educationimprove the level of the quality of consumers and enterprise managers, therefore they emphasis onCSR increasingly. But there is no denying that the understanding of our country’s consumers onCSR and the implementation of our corporations on CSR also have some problems. Currently theforeign researchers in the field have moved to how to fulfill their social responsibility better fromwhether or not they must fulfill their social responsibility and what social responsibility they shouldtake, so the understanding of our country’s consumers on CSR and the implementation of ourcorporations on CSR are in the primary stage. The implementation of our corporations’ socialresponsibility can affect consumers, and consumers’ purchase intention can affect the company’soperating directly. So this article focus on researching the relationship of CSR and consumers’purchase intention in China which has practical significance.This article redefine the CSR’ content which is divided into two dimensions, they are theeconomic and legal responsibility of corporation and corporation moral responsibility, and theeconomic and legal responsibility of corporation contain that corporation should be responsible toshareholders, consumers, employees and environment. On this basis, this article studies therelationship of CSR and consumers’ purchase intention in China. The study found that ifcorporations could fulfill their social responsibility better which will have a positive impact onconsumers’ purchase intention, and this process are adjusted and affected by corporate reputationand consumers’ attribution. However, in this process, it is meaningful things that corporations mustfulfill the economic and legal responsibility of corporation first, then they could fulfill corporationmoral responsibility. Specifically, corporation fulfill its social responsibility by order, firstcorporation should be responsible to consumer, second is environment, third is shareholder, fourthis corporation moral responsibility, and corporation is responsible to employees which have noobvious effect to consumers’ purchase intention, and this phenomenon is related to our’ policyenvironment and consumers’ quality. |
