A Research On Corporate Social Responsibility In The Stigma Industry

Last dezens of years, corporate social responsibility (CSR) theory has been one of the hot topics in the management research. However, CSR in the "stigma industry" has been not payed close attention in the present research. Therefore, from the consumer's perspective, this article explores the typical stigma industry and their CSR, through a variety of qualitative and quantitative study methods.First, the results show that there existing two typical industry stigma——the "triba industry stigma" and the "conduct industry stigma"——in the domestic. The former mainly roots in the negative externality of the industry, and the latter comes from the special development situation of the industry or the buseness conducts of the industry, which lead to the public negative opinion of the industry in the domestic.Secondly, the results indicate that from the consumer's emotional and cognitive appraisals of the industry lead to the negative affect, and then influence the risk perception, and eventually bring about the formation of the public stigma of the industry.Thirdly, the public emotion, which was triggered by the disaster events, should be considered in the CSR decision after the disaster events happened, through the case study. So, CSR that match disaster situation, should be choosed by the enterprise. In addition, empirical results show although there is no sigmificant differences between the CSR based on the charity project platform and the CSR based on enterprise business ability platform, for affectting consumer perception, the former CSR will cause more positive perception of the enterprise than the the latter one, when the enterprise ability is more weak; Conversely, the latter CSR have more positive effect than the former, when enterprise ability is stronger.In addition, the empirical results show that the corporates in the congenital stigma industry should choice the transactional CSR that focuses on the transparency of the supply chain; however, the corporates in the acquired stigma industry should carry out the transformational CSR, which refers to a corporation's benevolence, and demonstrates that corporation is willing to transcend self-interest for the sake of the common good.Finally, the management implications, limitations of the study and the suggestions for the future research are present.