Research On The Impact Of Corporate Social Responsibility Implementation On Consumer Behavior

The Corporate social responsibility consciousness first emerged in modern western enterprises.In the 1990 s,with the developing of globalization and the deepening of the opening and reforming policy,the corporate social responsibility issue began to gain increasing attention of Chinese scholars.As the standard of material and cultural life is improving greatly,Chinese people are looking for something more than the quality of product or service accordingly.Chinese consumers have gradually started to keep a close eye on the corporate social responsibility development of the company.This means the new improvement should be taken in corporation production and marketing.However,the corporate social responsibility information which the company sent could not be received fully and correctly sometimes.The effort in corporate social responsibility doesn't work effectively,the corporation fails in the expected interest and ideal consumer evaluation either.We tried focusing the consumer group to solve this problem in this paper,and held the point that different corporate social responsibility implementations will lead to different behaviors from customers.Therefore,there do exist important theoretical and practical significance to study the proper corporate social responsibility activity to realize the win-win between the corporate and society.Based on the theories of corporate social responsibility,consumer perception,consumer attribution,consumer purchase decision,consumer-corporation identification,brand attitude etc.,we built a theoretical model and employee a serious of methods like literature research,questionnaire survey,combination of theory and demonstration to discuss the efficacy of products responsibility,philanthropy and business practices on consumer behavior.Firstly,we briefed the related corporate social responsibility and consumer behavior theories,constructed a model on them aimed to demonstrate how the influences happened.Secondly,this study examines the situation about the consumer response of different corporate social responsibility implementations through the method of questionnaire survey.Finally,according to the empirical findings we drew conclusions and put forward the correspondingsuggestions of how to establish reasonable strategy of corporate social responsibility and spread the corporate social responsibility information.The results showed that:(1)Consumer respond differently to the CSR inplementation chosen by corporates,philanthropy is considered as the most effective CSR implementation;(2)Philanthropy is the only CSR implementation to exert a significant effect.Products responsibility and Business practices do not;(3)Consumer-corporate identification and brand attitude are key mediators of the relationship between CSR implementations and behavioral intention.We focused the consumer groups and constructed a related model to comprehensively describe the process of how the corporate social responsibility implementations affect consumer evaluation and,in turn,consumer behaviors.In it we took comparisons of the impacts of three different corporate social responsibility implementations on consumer behavior,considered the brand awareness as a moderating variable.We found that a proper corporate social responsibility is quite helpful to enhance the purchasing behavior of consumers and suggested the deficiencies of the more suitable to the marketing reality in our country.