Research On Response Of Consumer To Corporate Social Responsibility

With the economic growth rapid, people’s material life is becomingricher and richer, in the buyer’s marker, consumers no longer only meet thematerial demand, have had higher demand for environmental protection andhealth increase. They take the public image and ethics of the enterprise asimportant basis of their product behavior. Corporate with the economic growthrapid, people’s material life is becoming richer and richer, in the buyer’smarket, consumers no longer only meet the material demand, have had higherdemand for environmental protection and health increase. They take the publicimage andethics of the enterprise as importantbasis of theirproduct behavior.Corporate responsibility is no longer only the behavior of the cost paymentand charity, but also the source where comes from creating opportunities andgetting competitive advantage.Environment of building a harmonious society, the interdependencebetween consumers and business characterized more obviously, how topromote positive interaction between the two is a popular topic of today’sacademy. The article is on the basis of previous research to explore thepsychological mechanisms of consumer reactions to corporate social response- bility behavior, and to analyze the impact of corporate social responsibilitystrategy for consumer response and degree, the responsible behavior andbusiness strategy are unified which provide reference for enterprises todevelop social responsibility behavior and gain competitive advantage. Thearticle takes event of "laced beef" happened in Shineway as the starting point,at first, points out that the basis and foundation of the consumer response tothe behavior of corporate socialresponsibility, on the support of thesetheories, puts forward the underlying assumptions about consumerreactions to corporate social responsibility behavior, and further designsthe explanatory variables and the dependent variables, based on those putsforward the theoretical model of consumer response to corporate socialresponsibility behavior. The article takes the questionnaire obtained dataas the samples, and analyses the validity and reliability from the data bythe statistical methods, and then by structural equation modeling authenticatesthe structural model of consumer response to the behavior of corporate socialresponsibility. At the same time, it obtains the assumption path coefficient,tests assumption and corrects assumption, finding a key factor whichencourage consumers to produce purchase intention. From these factorssummaries the responsible behavior that consumers enable toproduce purchase intention, and provide theoretical support to enhancethe efficiency of corporate social responsibility.By the article study in the real market environment, points out support and advice for the enterprise how to bear the social responsibility and specificbehavior, so that enterprises in the fierce market competition to obtainand retain customers, in order to maintain business continuity healthy anddevelopment.