The Effect Of Corporate Social Responsibility Of Food Enterprises On Consumers' Trust Repair Willingness

Food safety issues is related to consumers‘ health and life safety,and the frequent situation of food injury crisis makes consumers lose of trust in food enterprises,so that it will seriously affect the long-term development of food enterprises,therefore,how to repair the trust relationship between food enterprises and consumers after the negative news of food injury crisis is a hot issue that needs to be studied.Based on the theory of sustainable development and from the Corporate Social Responsibility(CSR)of food enterprises,this research constructed a model of the effect of CSR of food enterprises on consumers' trust repair willingness in the context of food injury crisis,to explore the impact of the mechanism on the CSR of food enterprises in multi dimensions,and to discussed the moderating role of the types of crisis.It has the important significance to promote CSR and sustainable development theory in the food enterprises for the application of the food injury crisis management;to further promote the quantitative and model of research on CSR and consumers‘ trust repair willingness;and to optimize the food injury crisis management.The innovation of this research is reflected in the refinement of CSR of food enterprises,the empirical research on strengthening the consumers‘ trust repair willingness and the identification of the moderating role of crisis types.Therefore,Based on the theory of CSR of food enterprises and sustainable development,and from the composite perspective on economic,social and environmental,we divided CSR of food enterprises into five dimensions,namely,consumer responsibility and brand responsibility at the economic level,legal responsibility and ethical responsibility at the social level,and environmental responsibility at the environmental level,analyzed the impact of CSR of food enterprises on the consumers‘ trust repair willingness in the context of food injury crisis,and explores the moderating role of the types of crisis(the deliberate type and the negligence type)on the causal relationship between CSR of food enterprises and consumers‘ trust repair willingness.A total of 327 valid samples were collected from the surveyed on food consumers in Guangdong province.The SPSS and SmartPLS software were used to test them by using the structural equation modeling method.Empirical results show that: Brand responsibility,ethical responsibility and environmental responsibility of food enterprises have a significant effect on consumers‘ trust repair willingness,and the environmental responsibility is the most influential.The effect of the different types of food injury crisis on the relationship between brand responsibility,ethical responsibility,environmental responsibility and consumers‘ trust repair willingness is significant.Combined with the empirical results,this study from the perspective of CSR of food enterprises,and proposed the corresponding management revelation,to strengthen the construction of the CSR system in food industry,to expand the open channels of CSR of food enterprises,to implement the brand strategy of food enterprises,to regulate the process of food production and processing,and to form the food injury crisis prevention mechanism.