Empirical Research Of Corporate Social Responsibility’s Influence On Consumers’ Purchase Intention

Dairy industry as the most special category of food industry, there isa very close and complex relationship between the consumers. In recent years,China’s dairy industry has been rapid development, a wide variety of dairyproducts has gradually become one of the daily necessities of the generalpublic. In order to enhance the next generation of physical fitness, thegovernment encouraged the public to increase dairy products in the diet.However, in the case of imperfect legal system is not perfect, the marketis immature, dairy companies are not conscientiously fulfill its commitmentto social responsibility, and generally focused on the pursuit of growth.In the face of intense competition in the market, most dairy companies onlypay a minimal cost or unwilling to pay the cost to fulfill the requirementsof the relevant industry specifications should do, which led to a lot ofproblems. Enterprises to establish a positive commitment to socialresponsibility from the image to become the inevitable choice of marketcompetition, and to a certain extent affect the further development ofenterprises. Although the generation of a series of dairy issues reflectChinese dairy companies can not fully fulfill its social responsibility,consumers are still buying their products. Quality milk products andlow-quality dairy products are still in the same shelves. If the enterprisesin the food industry is willing to seriously and actively fulfill theircommitment to social responsibility, will enhance the consumer’swillingness to buy, will be more inclined to buy their products, and canestablish long-lasting loyalty. However, this significant relationshipexists in the food industry exists in the dairy industry remains to be studied,such significant strength of the relationship to be further investigatedthis relationship in the dairy industry, is yet to be confirmed. This studyhas a positive theoretical significance, dairy companies will provide atheoretical basis for its development of related business developmentstrategy. Consumption of dairy companies, as typical food companies, in making a profit but at the same time, should focus on efforts to safeguardthe general health of consumers, so as to effectively ensure sustained gainsand establish a more stable by loyalty. From the research background andsignificance of this paper to explain the current domestic dairy companiesare not able to fulfill its commitment to social responsibility and domesticconsumers are no longer willing to buy domestic dairy products this situation.Main research enterprises in the dairy industry in a positive commitmentto social responsibility and consumers’ willingness to purchase responserelationship between its products, the focus is more specific. The dairyindustry food industry more special, and is currently facing a serious socialproblem. This makes this thesis more social significance. The same time,the paper mainly focus on the purchase intention of the consumers in theregion, is carried out in the the real northeastern region of the marketenvironment, improve the external effects of the conclusions of the study.