A Study On The Impact Of Corporate Social Responsibility On Consumers' Willingness To Purchase

With the development of economy, corporate social responsibility has become the important dimensions of evaluation of enterprises. Consumers have altered the concerns of products, nowadays, consumers not only pay attention to the quality or the price of the product, they also concern about how the product produce, it related to the social responsibility about environmental protection, labor and community. Previous studies have indicated that the corporate social responsibility preferably predict the purchase intention of consumers. Therefore, this study attempts to explore the influence of corporate social responsibility on consumer purchase intension. And this study introduced the moderating variable——consumer trust, and study the moderating effect.This article selects the consumer who bought beverage as the research object, and using the questionnaire to collect data, and using statistics software SPSS19.0 doing data descriptive statistics analysis, reliability and validity analysis, correlation analysis, variance analysis, regression analysis and validation of the hypothesis model. Thus the conclusion of the study as follows:(1) three dimensions of corporate social responsibility have been verified, they are economic responsibility, legal and ethical responsibility, charity responsibility. (2) Three dimensions of corporate social responsibility (economic responsibility, legal and ethical responsibility, charity responsibility) have positive influence on consumer purchase intension. (3) Consumer trust positively moderates the relationship between corporate social responsibility and consumer purchase intension.Based on the above conclusions, this study puts forward the corresponding marketing advice. In the aspect of enterprises, when they fulfill their social responsibility, they should assign the corporate resources reasonably, and they should also strengthen the corporate social responsibility information disclosure. In the aspect of government, they ought to perfect the laws and regulations, and strengthen the law enforcement. Besides, they should also formulate preferential policies to support the corporate social responsibility actions.