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

摘要：

This research examines the mechanism of consumer responses to CSR under multi-industry 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.

作者: Wang Rui Tian Zhilong Ma Yutao

作者单位: School of Management,Huazhong University of Science and Technology,Wuhan,P.R.China,430074

会议类型: 国际会议

会议名称: The 7th International Conference on Innovation and Management(第七届创新与管理国际会议 ICIM 2010)

会议地点: 武汉

会议语种:英文

页码: 1488-1495

在线出版日期: 2010-12-04（万方平台首次上网日期，不代表论文的发表时间）