An Empirical Study On The Impact Of Meat Products Corporate Social Responsibility On Consumers' Purchase Intention

With the rapid development of economy and society,especially since the reform and opening up forty years,China's national income and living standards continue to improve,the requirement of food which is the basic demand of people has also been higher and higher.However,in recent years the domestic meat products constantly broke out negative news,such as Clenbuterol,zombie meat,meat and other carcinogenic,which all affect the sensitive nerve of consumers,severely weakened consumer confidence and purchase intention in the meat and meat products enterprises.Nowadays,with the economic globalization,the food industry,especially the meat industry,facing the problem how to fulfill the corporate social responsibility and thus affect the consumer's willingness to buy,to seize market share has its important theoretical and practical role.Given the facts all above,this paper will use empirical method to explore how the social responsibility of meat products enterprises will affect consumer purchase intention.Based on the view of consumer,this paper designs the questionnaire about the impact of social responsibility of meat products enterprises on consumer purchase intention.According to the five latent variables of meat products enterprises : corporate social responsibility,corporate reputation,consumer trust and corporate social responsibility support and consumer purchase intention,this paper make a model to describe the relationship of this five variables,aiming to study whether the social responsibility of meat products enterprises will directly affect the consumer purchase intention,that the mediated influence of consumer trust and reputation,and the adjusting influence of corporate social responsibility to support.the study aim that through the research of this article,we can use the power of consumers and society to supervise the meat products enterprises to fulfill their social responsibilities,so as to promote the healthy and sustainable development of the meat industry.The main conclusions of this paper are as follows:First,the social responsibility of meat products enterprises has a direct positive impact on consumer purchase intention.Second,the corporate social responsibility of meat products has a positive impact on consumer trust and corporate reputation(cognitive and emotional components).Third,consumer trust and corporate reputation(cognitive and emotional components)have a positive impact on purchase intention.Fourth,corporate reputation(cognitive and emotional components)has a positive impact on consumer trust.Fifth,consumer trust and corporate reputation cognitive components will have mediated influence on the relationship between social responsibility of meat products enterprises and consumer purchase intention.Sixth,to a certain extent corporate social responsibility support adjust the relationship between the corporate social responsibility and the emotional components of corporate reputation.