Study On The Effects Of Corporate Social Responsibility On The Undergraduate Consumers' Purchase Intent

With the accelerated process of Globalization,the corpotations have huge impact on the whole society with their economic strength getting stronger day by day. However,the immoral practice of corpotations'during their pursuing maximum profit caused a lot of environmental and social problems,while promoting the development of Economy.The impact on both society and environment has had big negative influence on the sustained and healthy development of the human society.CSR Sport get vigorous development in this situation.The widely spread and acceptance of CSR concept made the responsibilities of corprates'change from single economic responsibility(to sharehoders) to multi-social responsibilities.In the process of pursuing profit, corprates are supposed to observe social morality,protect and guarantee the interest of the stakeholders.However,as an economic organization,It's the corprates'essence to pursue profit,which make it happen that weather get economic benefit or not is the most important thing that corprates think.Whatever corprates do ,it will not abandon its economic goal. The corprates will never take CSR actively if there is no economic benefit.As a result,it has great significance to study on the CSR's effect to consumer purchase intent.Based on this thought,the paper tries to explore the relationship between social responsibilities to employees,consumers and environment and the consumer purchase intent.Both the theoretical and industrial worlers have studied a lot on CSR, consumer purchase intent and the relationship between them.But the studies that aim at undergraduates consumer groups are still in short.Because of their long educational history,young age and growing environment and so on,the undergraduates now are very diffirent from the other stakehouders.Based on the analysis,this study picks three stakeholders, employees,consumers and the environment,to study on.The innovation of this paper is to study on the the particularityof consumer purchase intent from the view of undergraduates.First of all,the paper studies on the content of the most important stakeholders that undergraduates think,based on which the three hypothesises are built up.Then 300 questionnaires were sent out in four universities,and 284 valid questionnaires were retrieved.Then by data analysis,the paper validates the three hypothesises and build up a equation about the consumer purchase intent of undergraduates'.The main conclusions of the study are as following.(1) The employees,the consumers and the environment are there most impotant stakeholders that undergraduates'think.The undergraduates pay much more attention to them than to the others.It's the undergraduates'commen idea that the situation of consumer social responsibility is the best,while the social responsibility to environment is comparatively ignored.The sudy prove that there is a relationship between the the major categories,the corporate scale and the consumer purchase intent(2)The purchase intent of undergraduates'will be improved greatly if corporates take its responsibilities to the employees and the environment actively.There is the bigest room in the term of environment for the corporates to improve.So,it will be a effective way to improve CSR score and attract consumer groups of undergraduates.(3)It is unexpected to find out that the social responsibilities in terms of consumers have no obvious effect on the consumer purchase intent of undergraduates.Perhaps the possible reason might be that corporates taday have all realised the importance of consumers to their survival and development.So they regard it the first and most important mission to meet the requirements of its consumers.Because a majority of corporates do well in this term nowdays,the consumer social responsibility has become hygienic factor,doing which actively will not improve consumer purchase intent,and is just for stoping consumers from dissatisfied mood.The employee and the environment social responsibilities are the motivators to the consumer purchase intent.(4)This study builds up a equation about purchase intent of undergraduates. G=1.907+0.419*A+0.143*B (G=the purchase intent of undergraduates; A=environment CSR; B=employee CSR) In real practice, undergraduates will give their scores based on the corporate's behavior in terms of environment and employees.By taking the two score into this equation,we will get the final CSR score.At the end of this paper,some flaws about the study and the directions for future studies are ponited out.Based on the conclusions,this paper gives three advices for corporates hoping for some improvement in both CSR behavior of corporates and the purchase intent of undergraduates.Firstly, corporates should regard consumer social responsibility as the first and most important task while running their business.It is only based this that corporates can take more CSR at a higher level.Secondly, corporates should pay much more attention to CSR in terms of employees,the consumers and the environment.Regarding these three as the most impotant stakeholders will improve purchase intent of undergraduates greatly. Finally,there is a bigger room for improvement in terms of environment. Corporates should invest more resources in this term.