The Influence Of Corporate Unethical Behavior On Consumers’ Purchase Intention In Fast-moving Consumer Food Industry

In recent years,Economy of China has been developing rapidly.As the core industry to meet the needs of People’s Daily life,the performance of the Fast-moving consumer food industry is particularly outstanding.Every move of the Fast-moving consumer food industry affects the hearts of consumers.In today’s more transparent and regulated market environment,consumer perception is becoming more sensitive,and unethical practices of fast-moving food companies are being exposed more frequently.Therefore,it is of practical meaning to study the influence of immorality on consumers in Fast-moving consumer food industry.This study studied the influence of unethical behavior and product correlation degree in FMCG industry on consumers’ purchase intention,and built a conceptual model of the relationship between unethical behavior and consumers’ purchase intention based on SOR model,rational behavior theory,perceived value theory,cue utilization theory,etc.Through experimental research method,The research starts from the correlation degree between unethical behavior and products in the fast-moving consumer food industry and the influence mechanism of unethical behavior on consumers’ purchase intention.In this study,the unethical behaviors of Fast-moving consumer food enterprises are divided into unethical behaviors with high product correlation and unethical behaviors with low product correlation.Whether the text materials and scene Settings used in the pre-test can effectively stimulate the subjects;Study 1 verifies whether corporate unethical behavior has an impact on consumers’ purchase intention if the degree of correlation between the unethical behavior and the product is different,and verifies which type of unethical behavior is more likely to reduce consumers’ purchase intention.Study two mainly verifies whether unethical behavior in fast-moving consumer food enterprises will increase consumers’ perceived risk and thus reduce consumers’ purchase intention.In other words,it explores whether perceived risk plays a mediating role in the influence of unethical behavior on consumers’ purchase intention.The third study mainly verifies whether perceived quality plays a mediating role in the influence of unethical behaviors in fast-moving consumer food enterprises on consumers’ purchase intention.The study found that as long as the unethical behavior of Fast-moving consumer food enterprises occurred,no matter the high or low correlation with the product,it would lead to the decline of consumers’ purchase intention.Among them,unethical behavior with high degree of product correlation is more likely to cause the decline of consumers’ purchase intention.Perceived quality and perceived risk play a mediating role in the relationship between the unethical behavior of Fast-moving consumer food enterprises and consumers’ purchase intention,that is to say,the unethical behavior of Fast-moving consumer food enterprises will affect the purchase intention and reduce the economic return through consumers’ perception of corporate risk and product and service quality.The research provides strategic suggestions for enterprises to prevent the occurrence of unethical behavior and make up for the negative effects of unethical behavior.First of all,the management of fast-moving consumer food enterprises should strictly control and prevent the occurrence of unethical behavior,even if the unethical behavior is not highly related to the product and has no direct impact on the interests of consumers,it should be prevented.In addition,we should give full play to the link between perceived quality and perceived risk,and win the trust and support of consumers through quality improvement plans and corporate reputation improvement plans.