The Correlational Study Of Corpotate Social Responsibility For Consumers And Financial Performance

With the increasing impact on social development and human lives since 20th century, corporates are more and more appealed to take social responsibilities. More attention has been focused on enhancing corporates' initiatives for fulfilling social responsibilities and fostering harmonious relationship between the development of corporates and society.The interior drive for corporates as profit-oriented social organizations to take social responsibilities is the economic stimulus from market; while the most significant stimulus is choices made by consumers dominantly. The implementation of social responsibilities by corporates act upon consumers, consequently affecting consumers' purchase decisions and corporates' financial performances. However, a research indicates that some activities, in which some corporates participated, resulted in not interest but antipathies among consumers. What are the understanding and demands of consumers for corporates' social responsibilities? What is the relationship between meeting their demands and promoting financial performances in corporates?This paper is mainly concerned with those understandings and demands from the perspective of corporates, aiming to figure out by demonstration the relationship between the social responsibilities in accord with the demands of consumers and the financial performances of corporates.To begin with, a questionnaire was composed on the basis of a group discussion among 56 consumer representatives nationally and interviews with 50 consumers on the topic of corporates' social responsibilities. The questionnaire was applied to 1,000 consumers samples, who are aged between 25 and 65 with educational degrees above senior middle school and a family income of more than 30,000 RMB yearly. The outcomes of the investigation concerning the priorities of legal, economic, ethnic and charity responsibility suggests, the legal responsibility goes first, economic responsibility next and charity responsibility least. With respect to the 26 specific responsibilities such as responsibilities for consumers, staff, society at large and stakeholders, according to interviewees, the responsibility closely related to...