Supermarket Consumers’ Awareness Of Corporate Social Responsibility And Behavior Relationship

Financial crisis, the Sanlu milk powder incident and the Sichuan earthquake made the word "corporate social responsibility" come into the social consciousness of the general public from an academic perspective rapidly. With the process of globalization, the strengthening concept of the sustainable development, the fierce market competition, the increasingly high degree of product homogeneity, the relationship between the consumer and the enterprise is no longer a pure product/service contact. Companies need to make use of a series of corporate social activities to enhance the corporate image to gain the competitive advantages and interests because the product can affect consumer little.Western scholars have a long history on Corporate Social Responsibility (CSR),however, with the changes of the economic environment, social environment and the public awareness, the limitations of the CSR original research become apparent, at the same time, due to the practice of CSR have strong local characteristics, consumers affected by the surroundings and a variety of factors,so the CSR with vary environmental conditions brought out a new vitality. The paper showed the present CSR cognitive through empirical investigation and statistical analysis in consumers of Zhengzhou, and explored the relationship between consumers’ cognitive and consumer behavior. Finally, put forward constructive proposals and measures on this basis.Based on the literature of home and abroad, in the viewing angle of social behavior attribution theory and limited rational choice theory, and analyses the data with statistical analysis, this thesis gets the following conclusions:(1) the age, education level and marital status have affection on CSR cognitive, however sex,occupational category and income have no this affection. Consumers have high cognitive on responsibility for consumers, community responsibility, social welfare and charitable responsibility, but low cognitive on environmental responsibility.(2)Consumers’cognitive of corporate consumer protection, environmental responsibility, community responsibility and social welfare and charitable responsibility all contribute to the general buying behavior and persuasive behavior.However,due to the distance factor, there is no correlation for continuing purchase behavior.(3)There is a positive correlation between consumers’ cognitive on CSR and general buying behavior, also between consumers’ cognitive on CSR and persuasive behavior, but no correlation between cognitive and continuing purchase behavior. However, when we control the price and buying behavior, increased between cognitive and persuasive behavior, and there is a correlation between cognitive and continuing purchase behavior. This suggest price and distance are two influencing factors to consumers’ general buying behavior and persuasive behavior, decisive factors to continuing purchase behavior.Finally, based on the relationship between consumers’ cognitive of CSR and consumers’ behavior, as well as consumers’ suggestion, the writer propounds some suggestions.