Research on the Mechanism of Consumer Responses to Corporate Social Responsibility under Multi-Industry Context in China

Wang Rui, Tian Zhilong, Ma Yutao

Abstract


This research examines the mechanism of consumer responses to CSR under multiindustry context in China. Data is collected by a three-industry comparative survey. The empirical results show that: 1) Two positive influences of consumers’ perceiving CSR performance on their corporate associations and product associations are respectively partially and fully mediated by consumers’ CSR trust; 2) Product category is a moderator of the relationship between consumers’ CSR trust and product association, and the positive path from product association to purchase intention. This study could help managers to understand how consumers think about CSR, and provides them strategic guidance to implement CSR programme in China.

Keywords


Consumers responses; Mechanism; Product category; China

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DOI: https://doi.org/10.24212/2179-3565.2011v2i1p61-69

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