Empirical Study On The Relationship Between Consumer Perceived Corporate Social Responsibility And Purchase Intention In Dairy Industry

Since the early1990s,CSR (Corporate Social Responsibility) has drawn attention from the international society. Now the study of Corporate Social Responsibility in western country is maturing and the center of the study has turned from exploring whether corporate should take on social responsibility、the connotation of the Corporate Social Responsibility to the study of the relationship between Corporate Social Responsibility and stakeholders. As one of the most important stakeholders, consumers’purchase behavior may directly affect the enterprise’s financial performance. Therefore, the research on the relationship between corporate social responsibility and the purchase intention of consumers has increasingly drawn attention from academics researchers of western countries.But compared with western countries, the study and understanding of Corporate Social Responsibility in our country is just beginning. Academics researchers are just beginning introducing the western theory about Corporate Social Responsibility and most of corporates have different opinions on whether corporate should take on social responsibility. Many companies damage consumers’interests and produce inferior products in order to purchase the goal of maximizing profits. Although there are academics researchers in western countries having come out that Corporate Social Responsibility has positive impact on consumers’purchase intention, the existing studies take broad range of regions and industries and there are little rerseach about the impact of Corporate Social Responsibility in dairy industry of China on consumers’purchase intention. At the same time, the research about the relationship between specific dimensions of dairy corporate social responsibility and customers’purchase intention is also very limited.To dairy companies in our country, whether each dimension of social responsibility which consumers perceiving will affect purchase intention is subject to further analysis.Based on this, we will study the relationship between specific dimensions of dairy corporates social responsibility and customers’purchase intention, analyze the moderating effect of personal characteristics variable corporate social responsibility belief, in order to identify the specific dimensions which affect consumers’purchase intention and the effect of corporate social responsibility belief in this relationship. So this study can motivate dairy corporates to take part in social responsibility activities proactively and efficiently.This study adopts literature analysis,questionnaire and statistical analysis to verify the relationship between each dimension of dairy enterprise social responsibility and consumers’purchase intention, and the effect of corporate social responsibility belief in this relationship. Firstly, by analyzing the previous literature, we propose research hypotheses and theoretical models based on existing theories; Secondly, we select the mature scale which reliability and validity are all high as a measurement tool, use paper questionnaires and network questionnaire collect151sample data, conduct reliability and validity analysis, descriptive analysis, correlation and regression analysis with SPSS statistical, the conclusions are following:(1) In five dimensions of Corporate Social Responsibility in dairy industry,consumers’percerptions of protecting the interests of consumers, protecting the environment and the charitable responsibility have a significant positive influence on consumers’purchase intention, while consumers’percerptions on the dimension of public responsibility, economic responsibility do not have a significant influence on consumers’purchase intention.(2) In the two dimensions that protecting the interests of consumers, charitable responsibility, social responsibility belief play a very significant moderating role in the relationship between consumers perceived corporate social responsibility in dairy industry and purchase intentions, while in other dimentions, the moderating role of corporate social responsibility belief is not significant.Based on the aboving conclusions, we make the following recommendations for dairy industry to develop social responsibility movement:Dairy corporates should take part in the social responsibility movement actively, especially in the dimensions of protecting consumers’ rights and interest, protecting the environment and making contribution to the community charitable activities, attach great importance to product quality, formulate strict quality testing standards.