Empirical Study On Corporate Social Responsibility Of Pork Processingenterprise Based On Consumer-Perspective

Since the1980s, with the development of global economy, corporate social responsibility (CSR) has been a new focus of Enterprise Development Strategy. It causes widespread attention. With dramatic competition and higher homogenization of products, the relationship between the firms and consumers is beyond the simple products’ relationship. Facing fierce market competition, there is much practical significance for us to strengthen the research on the relationship among corporate social responsibility, corporate reputation and customer loyalty. It may help the firms to shoulder social responsibility in the correct way and actively respond to the global enterprise social responsibility movement. It not only helps us enter the international market, but also solve some social problems caused by enterprise activities. Form consumer’s perception, this article focuses on the relationship between CSR and customer loyalty of pork processing enterprises. And it took corporate reputation as mediator and followed the logical way of "CSR-corporate reputation-customer loyalty", analyzed the relationship among CSR, corporate reputation and customer loyalty. Finally the article put forward conclusions and recommendations.After putting forward our theoretical model, we propose hypotheses based on the literature review and tested the hypotheses by empirical study using303valid samples. This study applied literature analysis, questionnaire survey, and statistic analysis. IBM SPSS Statistics20and vpls1[1].04b1are used.The conclusion of this study as follows:1. Form consumer’s perception, CSR of pork processing enterprises includes consumer responsibility, legal responsibility and economic responsibility. When consumers buy pork. they don’t consider environmental responsibility, philanthropic responsibilities, employee responsibility or supply chain responsibility.2. Consumer responsibility have positive influence on customer loyalty. 3. Consumer responsibility and economic responsibility have positive influence on cognitive component of corporate reputation. Consumer responsibility, legal responsibility and economic responsibility have positive influence on affective component of corporate reputation. Among them, economic responsibility has the biggest influence on cognitive component of corporate reputation. Consumer responsibility has the biggest influence on affective component of corporate reputation.4. Both of cognitive component and affective component have positive influence on customer loyalty.5. The cognitive component of corporate reputation has a mediator effect between Consumer responsibility and customer loyalty. The cognitive component of corporate reputation also has a mediator effect between Consumer responsibility and customer loyalty. Consumer responsibility, legal responsibility and economic responsibility to customer loyalty are respectively through the affective component of corporate reputation.