Study On The Impact Of Consumer Corporate Social Responsibility Cognition On Purchasing Decision

In recent years,the food safety issues happened fluently,which has raised the public's attention on food enterprise's social responsibility and leaded CSR(Corporate Social Responsibility)to be a hot topic.The released corporate social responsibility report in the past two years mainly involved manufacturing industry,financial and insurance industry,information technology industry,real estate industry,while the scale which agricultural and forestry enterprises account for is relatively small.Food products are not only essential for consumption,but also relative to the health of the whole nation.It has a significant position in energy conservation,sustainable development aspects,so the CSR action of food industry is important.As we all know,the favor of consumers is the origin of a corporation's profit.So,the study of the relationship between consumer's CSR cognition and purchasing intention may affect corporations' CSR action.This thesis has collected 205 data samples from 22 provinces to analyze the influence path from consumers' cognition of corporate social responsibility,and behavioral attitude,subjective norm,perceived behavioral control of corporate social responsibility to consumers' purchasing intention based on the model of TPB,mainly using regression analysis method and bootstrap method.The result of this thesis showed that consumer's cognition of CSR can explain 16.5% of purchasing intention directly,while the explanation proportion went up to 58% when mediation variables were added.This means consumer's CSR cognition has a significant direct impact on its purchase intention.At the same time,consumer's CSR cognition has a significant indirect impact on its purchase intention through the mediation variables of behavioral attitude,subjective norms and perceived behavior control.By further analyzing the different dimensions of corporate social responsibility cognition,we can see that the mediation variables' influences are not the same.The effect of four dimensions of consumers' corporate social responsibility cognitive on purchasing intention was totally mediated by perceived behavioral control variable.However,only legal responsibility cognitive,ethical responsibility cognitive and philanthropic responsibility cognitive of consumers' corporate social responsibility cognitive on purchasing intention was totally mediated by behavioral attitude variable.The conclusion of this research will not only benefit on food corporations' production and management strategy choice,but also provide theoretical basis for government to make laws and regulations on foods corporate social responsibility.In the last,this thesis put forward relevant recommendations on how food enterprises can better perform social responsibility and the shortcomings of this research methods,and future research directions.