The Impact Of CSR Statement Types On Consumers' Purchase Intention

With the development of empirical research and the verification of practical examples,the positive impact brought by CSR has aroused the concern of all major enterprises.Everyone is striving to demonstrate their own practice and philosophy of social responsibility.For example,Nike transformed itself into a leading corporate citizen from a sweatshop that has been resisted in the past.It marked "Nike better world" on every pair of shoes and claimed that "social responsibility is a catalyst for Nike's development and innovation." Told us the reasons and importance of fulfilling CSR;Volkswagen launched the “Child Safety Action”,donated more than 5,000 child safety seats for free,and Nongfu Springs devoted itself to the “one penny” sunshine project public welfare activities,and pointed out the specific ways to implement CSR.Then,why do companies adopt and emphasize the way to implement CSR when they declare and demonstrate their CSR behaviors,and some will adopt ways to emphasize the implementation of CSR? How do these two statements affect consumers? How to present CSR information in order to maximize value? This is related to whether CSR information can impress consumers to the greatest extent,and then translate into buying behavior.However,past CSR studies often focus on the corporate,employee,and consumer response levels(including the study of consumer perceptions and behavioral responses to CSR,focusing on research outcome variables: attention,attitude,evaluation,word-of-mouth,premium,purchase intention,etc.)And good cause of marketing match(CSR matters with the company,consumers match).The research on CSR itself is relatively rare.Few studies have studied the form of CSR statement.The CSR statement as a consumer receives first-hand information on corporate social responsibility,has a direct and critical impact on consumer perception and behavior,so it is necessary to study the type of CSR statement.This article from the perspective of a new theory of ethical consumption-starting from the Care Theory-to study the types of corporate social responsibility statement,found that:(1)Consumers have higher Purchase intention with concreteCSR statement than abstract CSR statement;(2)The concrete CSR statement affects the purchase intention through the consumer trust;The abstract CSR statement affects the purchase intention through the consumer responsibility;(3)The regulatory-focus moderating the main effect of the CSR statement and purchase intention.Specifically,when the CSR statement is concrete,start the prevention-focus consumers have a higher willingness to buy.When the CSR statement is abstract,the consumer who initiates the targeted promotion-focus has a higher willingness to buy.(4)Pictures can increase consumers' concrete perceptions,that is,adding pictures will increase the concrete perception of CSR statements,increase consumer trust and increase purchase intention.Based on the actual situation,this paper analyzes the corporate social responsibility statement information and propaganda combination of several large enterprises,and provides some guidance and suggestions for enterprises to formulate CSR statements and propaganda terms.