The Effect Of Consumer’s Perception Of Corporate Social Responsibility On Purchase Intention

ISO26000, a Guidance on corporate social responsibility, was published by International Organization for Standardization. It refered that CSR has been an significant issue around the world and corporates were paying more attention to integrate CSR into developing strategy. In may2010, Sustainability Reporting Guidelines&Food Processing Sector Supplement was released by GRI. This issue reflected that food industry possessed its particularity and was of great importance. However, there were some limitations in the food industry at the present stage. Due to much more food safety problems and consumers’conscious about healthy life, consumer denounced and refused to buy from companies which made fake food. Consumers became more rational by turn their emphasis to CSR, such as corporate responsible for environment protect, improvement of suppliers and distributions on social development. Thus, the study on the effect of consumers’CSR perception on purchase intention was of great significance as well as practical value. Meanwhile, it can promote a better CSR performance.Currently, there were two major disadvantages in studies on the effects of consumers’ CSR perception on purchasing intention. On the one hand, under the food industry aspect, there was short of specific theoretical framework. On the other hand, more empirical studies should be done for practical use. This study is based on deep insight of the Guidelines and recent studies. We integrated the theory of planned behavior into the model, and used empirical method to study the effect of consumers’CSR perception on purchase intention. In the same time, we testified the mediate effect and some reliable suggestions had been given.The main contributions of the study contained two parts. Firstly, in the context of Chinese food industry, we clarified the concept of consumers’CSR perception. Our study model was established and hypotheses were presented. Secondly, the model was testified, some conclusions were put forward through questionnaire survey and statistic analysis. The results contained there parts,(1) Consumers’CSR perception affected purchase intention by behavioral attitude, subject norm and perceived behavior control.(2) Social development, product responsibility and environment protection are major factors to effect on purchase intention through intermediary variables. Responsible for procurement influenced purchase intention by attitude toward behavior and perceived behavior control. However, animal protection made no significant effect on purchase intention.(3) The subject norm made the most significant effect on purchase intention, and secondly was perceived behavior control, while attitude toward behavior made the least significant effect.