The Effect Of Institutional CSR On Perceived Moral Capital

The pursuit of moral image and moral culture is the accumulation of important management goals and management advantages of modern enterprises.Throughout the period of enterprise management activities,CSR serves as a signal that enterprises want stakeholders to participate in the behavior of "paying attention to others" Discusses how corporate social responsibility activities create non-material elements that can bring value and profit to enterprises,that is,the perceived moral capital of stakeholders,studies the social responsibility of different consumers from the perspective of consumers and enterprises,respectively Expectations and promotional messages explored the implications of such changes.This article designed three scenarios to verify the research ideas of this article.By strictly controlling the experimental situation,Experiment 1 measured the consumer's social responsibility expectations,and verified the correlation between the level of public CSR and the consumer's perceived moral capital and the intermediary role of attribution of altruism.Experiment 2 manipulated the consumption Social responsibility expectations of social responsibility expectations of social responsibility in public perception of the relationship between perceived moral capital;Experiment three by introducing the corporate communications information framework,once again attributional manipulation of altruism,so that altruistic attribution of intermediaries A more solid role to further verify the causal link between public-level CSR and consumer-perceived moral capital.At the end of the first chapter,this article elaborates the theoretical contribution of this research to the field of social responsibility research and explores the management implications of this study.According to the research in this article,we found that enterprises should try their best to avoid consumers associating the interests of the enterprise with CSR in CSR activities,attributing their CSR activities to self-interest.Enterprises can expect CSR activities at different levels by inducing corresponding consumer social responsibility expectations Achieve better activity results.Enterprises should pay attention to the euphemism of wording when carrying out CSR activities and try their best to use the legal terms such as "responsibility","obligation" and "promise".Moderate publicity can convey CSR information of enterprises to consumers so as to establish good business Social reputation.