Research On The Impact Of Dairy Corporate Social Responsibility On Consumers' Willingness To Purchase

In recent years,the lack of social responsibility in enterprises has always attracted great attention from people and media,the lack of corporate social responsibility not only damaged the rights and interests of consumers,employees and other groups,but also brings a series of negative impacts on the natural environment and the survival of human offspring.In this paper,dairy enterprises as the research object,comprehensive application of management statistics knowledge,using theoretical research and empirical research methods,from the perspective of consumers to explore the impact of corporate social responsibility of dairy products on consumer purchase intention.First of all,through the study of domestic and foreign scholars on corporate social responsibility and consumer purchase intention relationship theory is summarized,which laid the foundation for the subsequent research.Secondly put forward the theoretical model and hypothesis of this study,through questionnaire on the required data were collected,and the data were analyzed by descriptive statistical analysis correlation analysis,validity analysis,intermediary effect analysis.Then according to the results of empirical analysis,draw the conclusion of this study: the dairy enterprise economic responsibility,consumer responsibility and legal responsibility has significant positive influence on the consumer purchase intention,and the responsibility of charity on consumer purchase intention can’t have a significant positive effect.Finally,based on the research of this paper,the author puts forward corresponding Suggestions to enterprises,so that enterprises can be more targeted in the process of fulfilling social responsibilities.