The Research Of The Relationship Of Corporate Social Responsibility Marketing And Consumer Purchase Intention

In China, the research and practice about Corporate Social Responsibility (CSR) are developing in the recent20years, and many useful conclusions are made. It is showed that corporate social responsibility marketing (CSR Marketing) can help in improving consumer purchase intention. But there are still a few researches showing the opposite conclusion. Actually, in our country, the corporate social responsible campaigns are not as effective as we expected. However, sometimes corporate social responsible campaigns make consumers feel bad about the corporations. So it is necessary to investigate the relationship between the CSR marketing and consumer purchase intention. In our study, we firstly define the important concepts include corporate social responsibility(CSR)、corporate social performance(CSP) and corporate social responsibility marketing (CSR Marketing) accurately to avoid misunderstanding. Especially, based on the strategy management theory, we divide the corporate social responsibility marketing into two dimensions—strategical&tactical. Secondly, we try to analysis the relationship between CSR marketing and consumer purchase intention, and take the CSP into account to investigate the relationship among them. Third, in our research, we try to analysis how the industry、consumer CSR perception and consumer trust affect the relationship between CSR marketing and consumer purchase intention.We conducted an empirical study, and received questionnaires by snowball way and posting them on the professional website. We then used SPSS to analysis the collected data, and finally it shows that: In China, the CSR marketing does not affect the consumer purchase intention effectively. CSP is a critical factor in the relationship of CSR marketing and the consumer purchase intention. When the corporate do well in fulfill its social responsibility, the CSR marketing will not make influence on the consumer purchase intention. If the corporate perform poorly in social responsibility, the CSR marketing especially strategic campaigns will negatively affect the consumer purchase intention. As to the consumer CSR perception, when consumers support that the corporate should obey the law strictly and obey the ethical rules of the society, strategical CSR marketing will decrease the consumer purchase intention; when consumer support that the corporate should do philanthropy, the CSR marketing will not influence the consumer purchase intention, if the consumer do not think that the corporate is necessary to do good, the CSR marketing especially the strategical ones will do bad to the consumer purchase intention. We also find that when CSP and the consumer CSR perception moderate the relationship of the CSR marketing and the consumer purchase intention, the variable—consumer trust is a mediator. As to the industry, the relationship between the CSR marketing and the consumer purchase intention shows differences. It is determined by the demand elasticity. When the product is low in demand elasticity, the CSR marketing won’t make any effect on the consumer purchase intention. When the product of one industry is high in demand elasticity, the CSR marketing especially the strategical campaign will make negative effect on the consumer purchase intention. Those conclusions show the effects of CSPc consumer CSR perception、consumer trust and industry, and makes the relationship of CSR marketing and consumer purchase intention more clear. It is meaningful for both theory-building and practice.