Study On The Impact Of Corporate Social Responsibility On Consumers' Purchase Intention

Since 90s of the 20th century, CSR (Corporate Social Responsibility) has drawn more and more attention from the international society. On the research of Corporate Social Responsibility, many academic researchers'focus has moved to how to encourage corporate to fulfill their social responsibility from whether or not they must fulfill their social responsibility and what social responsibility they should take. The empirical study on this topic is increasing in the western.As consumers purchase behavior can directly affected the corporate'financial performance, they are the most important Stakeholders. And the importance of the CSR-Consumer relationship attached by the academia. Meanwhile, more and more research shows that consumers have positive attitude to the corporate which has good CSR record. All these empirical study show that CSR and a positive relationship with Consumers'Attitude, Consumers'Corporate Evaluation and Consumer'Purchase Intention.The current research differ the CSR level according to the law requirements. The result shows that CSR does affect the consumers'purchase intention. Good CSR record gets consumers'higher purchase intention. Bad CSR record gets much lower consumer purchase intention. For the average CSR record corporate, consumers still willing to purchasing its products. But this willingness depends on its competitors'CSR record.On the CSR domain, the current research focuses on what consumers'evaluation the Charities. If the corporate only focus on charities, the consumers do not view the corporate has higher CSR record, but they do response higher purchase intention.And for the CSR-CA belief, CSR-CA belief does affect the consumers'purchase intention. But it depends on the CSR record. Bad CSR record does hurt the consumers'purchase intention, but good CSR record wins all consumers.