The Study Of Relationship Between CSR And Purchasing Intention In Dairy Industry

Corporate social responsibility has drawn many people’s attention. More and more companies have issued corporate social responsibility reports in recent years. Profit is the most important goal to an corporation. As a member of stakeholders, consumer is crucial to the performance of corporation. Many dairy incidents happened in the past few years, such as Sanlu milk powder incident which had a brutal impact on society. Faith will be reduced when dairy incident happens. And consumer will lose faith and have perceived risk to the company.This study’s aim is to analysis the relationship between CSR and consumer’s purchasing intention. And we also need analysis the relationships between every dimensions of CSR and purchasing intention. Besides, we need analysis the moderating effect of perceived risk on the relationship between CSR and purchasing intention, and analysis moderating effect of perceived risk on the relationships between every dimension of CSR and purchasing intention.The conclusions are following:CSR has a significant effect on the consumer’s purchasing intention. When the CSR is improved, consumer’s purchasing willingness will be improved. The dimensions of social public welfare, charity and economy don’t have a significant influence on consumer’s purchasing intention. The dimensions of Environmental responsibility and consumer’s interest have an appositive effect on purchasing intention. Perceived risk has a negative and significant moderating effect on the relationship between CSR and purchasing intention.Perceived risk has a negative and significant moderating effect on the relationship between the dimension of protecting consumer’s interest of CSR and purchasing intention. Perceived risk doesn’t have a negative and significant moderating effect on the relationship between the rest four dimensions of CSR and purchasing intention.Based on the conclusions, we can give some recommendations for the dairy industry.The dairy company should fulfill their responsibility actively, especially on the dimensions of protecting consumer’s interest and protecting environment.