Research On The Relationship Between Corporate Social Responsibility And Brand Trust Of Agricultural Products In Crisis

As the times evolve and the economy steps into a new normal situation,the Internet is slowly changing people's communication mode and consumer behavior.Food is the paramount necessity of the people.Consumers pay more and more attention to food safety,especially to the quality and safety of grains.The particularity of agriculture,rural development and farmers in China determines that agricultural enterprises play a key role in driving rural development and farmers' wealth.The proportion of agricultural products in the production and sales of agricultural enterprises is relatively large.In recent years,a series of food problems and agricultural products crisis crop up frequently,such as a scandal over melamine-tainted-milk in 2008,agricultural poisonous cowpea in 2010,lean meat pork in 2011,poisonous ginger,which highlights the social responsibility crisis of agricultural enterprises.Agricultural product is an important raw material for food production,and it is homogenous.When consumers learn that a product of a agricultural enterprise has product failure and poor performance,their trust for the enterprise will decline rapidly,and even doubt the entire agricultural industry.And they will not purchase the agricultural product again,which will make the sales of the agricultural product suffer a loss,as well as affect farmers' income.It is not conducive to promoting rural economic development.Therefore,it is of great practical significance to strengthen the social responsibility of agricultural enterprises and the trust of agricultural products.In such a background,how to face the agricultural product harm crisis enterprises encounter,how to reduce the loss and regain consumer brand trust,is now the development of agricultural product enterprises problems.In general,companies with a high level of corporate social responsibility are more susceptible to consumer trust and identity.There by mitigating the negative impact of the crisis,make it possible for consumers to re-accept.So that consumers buy enterprise products that are affected by the crisis.This study takes CSR level as independent variable and agricultural product brand trust as dependent variable,further studies the relationship between CSR level and brand trust of agricultural products.Product harm crisis type,consumer self-construction type,enterprise capacity as a regulation variable,the type of crisis based on previous research is divided into two types of defense and excusable type of crisis,consumer self-construction is also divided into independent and related consumer self-construction type.By adjusting the construction of variables,we study the influence of different self-construction type consumers and CSR level on the trust of agricultural products under different crisis situations.At the same time,we introduce the customer recognition as an intermediary variable,to study its intermediary role.Using SPSS17.0 analyze the data reliability,validity,variance and other quantitative processing.In this study,the agricultural products enterprises as the research object,the analysis of the conclusions:(1)CSR level for agricultural brand trust has a significant positive impact,enterprises take social responsibility,have a higher level of CSR,more accessible to consumers,is conducive to improving brand trust.(2)The type of crisis,the type of consumer self-construction,corporate capacity has a regulatory role.(3)Customer recognition has played a mediating role.Finally,in view of the relationship between the CSR level of agricultural products and the brand trust of agricultural products,this study gives the corresponding suggestions on how to prevent the crisis of the agricultural enterprises,enhance the CSR level and the enterprise's ability to improve the consumer's brand trust,and also put forward the shortcomings and future prospects in the study.