A Study On The Relationship Between Consumer 's Perceived Corporate Social Responsibility And Consumer Response

With the rapid development of our social economy, social issues such as food safety crisis, global warming, energy crisis has become more prominent than before. Inspired by the social responsibility, more and more corporations have launched many social responsibility activities in various forms. Today, when making a purchase decision, many consumers would take not only the factors such as the price, the quality of the product into consideration, but also the situation of corporate social responsibility fulfillment. The social responsibility of consumer behavior has drawn increasingly more attention from scholars and marketers. How to improve the financial performance, and further to keep the social performance consistent with financial performance, has also become an important academic topic.Through reviewing the related theories and deeply analyzing the connotation of CSR, a theoretical model of CSR and consumer response has been build in this paper based on consumer’s perception. Consumer perception of CSR is innovatively classified as visibility, matching, pro-activeness and moderation. According to the process of consumer response to CSR activities, the consumer response is classified as emotional response and behavioral response. In this model, the egoistic attribution of consumer is taken as a moderator. The study examines the relationship between CSR activities and consumer response, and further demonstrates how does consumer egoistic attribution affect their relationship through empirical analysis with the beverage consumers selected as a sample.Empirical results show that the consumer perception of CSR activities can positively influence consumer’s emotional and behavioral response. This paper also verifies the moderating effect of in the model and shows that consumer egoistic attribution can weaken the relationship between consumer perception of CSR and consumer response. This would provide a theoretical basis for corporations to improve consumer perception level of CSR and the response of consumers.Finally, based on these research conclusions, the author put forward specific suggestions for corporations’CSR activities. In order to stimulate consumers response, corporations should strengthen the recognizability of CSR activities, carry out CSR activities moderately and opportunely accordance with corporations’features, create charitable cultural atmosphere, and set up corporate image with socially responsible to guide consumers attribution and improve the response of consumers, then ultimately promote financial performance and social performance of corporations.