Study On The Impact Of Perception Of Corporate Social Responsibility On Consumers' Purchase Intention

Corporate social responsibility has become one of the hot issues in academic research and management practice.As a business strategy,many international enterprises try to establish a positive corporate image in consumers' mind through corporate social responsibility activities,thus forming a competitive advantage.With the development of economics and the improvement of people's living conditions,China is developing from a major producer of global commodities to the world's largest consumer market.The dominant position of the buyer's market is increasingly prominent,whether enterprises actively fulfill their social responsibilities is even a key factor influencing consumers' purchasing decisions.Compared with the objective corporate social responsibility behavior,consumer's perception of corporate social responsibility will have more important influence on consumers' attitude and behavior.Therefore,it is more practical to study the impact of perception of corporate social responsibility on consumer's attitude and behavior.Through literature review,it can be seen that overseas and domestic scholars have achieved certain achievements in corporate social responsibility and consumer behavior.However,the existing empirical studies do not form a unified opinion,the response mechanism of consumers to corporate social responsibility has not been revealed.On the basis of consumer behavior theory,this study investigate the relationship between consumers' perception of corporate social responsibility and purchasing intention,and analyzed the specific action mechanism of consumers' perception of corporate social responsibility on their purchase intention.In addition,the research has provided many important inspirations for enterprise managers and governments.The research mainly draws the following conclusions:(1)Consumers' perception of corporate social responsibility will have a significant positive impact on their purchase intention;(2)Brand attitude and subjective norms play an intermediary role in the relationship between consumers' corporate social responsibility perception and their purchase intention;(3)The results of multi-group analysis show that the difference of consumer characteristics will make a significant difference in the impact of corporate social responsibility perception on purchasing intention.In view of the research results,this study puts forward relevant management Suggestions from the perspective of enterprises and government.Enterprises should pay full attention to corporate social responsibility,fulfill corporate social responsibility more pertinently,and encourage consumers to participate in corporate social responsibility activities.The government should accelerate the construction of corporate social responsibility system,strengthen consumers' awareness of environmental protection and corporate socialresponsibility and play the promotion role of subjective norms.