Research On Cognition,Subjective Norms,Motivations And Behaviors Of Top Managers's Social Responsibility

The concept of corporate social responsibility has received wide attention since it was introduced to China in the 1990 s.However,in the face of fierce competition,Chinese enterprises had many issues such as labor disputes,environmental pollution,tax evasion and counterfeiting due to blind pursuit of interests,which has aroused the attention of entrepreneurs and scholars.At present,most scholars focus on the institutional environment,corporate characteristics and the objective characteristics of managers,which will affect corporate social responsibility.There are few studies to reveal the decision-making mechanism of senior managers' consciousness level and manager's thinking process of developing a social responsibility strategy.The cognition of executives on corporate social responsibility directly affects the decision-making and behavior of corporate social responsibility.Agricultural enterprises effectively concentrated scattered farmers and rural resources,thus productivity could be improved efficiency.This improves the contradiction between scattered small-scale farmers and big-scale markets,which is important for the development of agricultural industry.Among them,agricultural leading enterprises,as an important industrialized organization,have effectively connected farmers and markets,and injected vitality into China's rural economic development.Therefore,the research of social responsibility of agricultural enterprises is particularly important.Based on social cognition theory and rational behavior theory,this paper examines the cognition of top managers' corporate social responsibility from the two dimensions of internal cognition and external cognition,measures top managers' social responsibility from the two dimensions of economic motivation and political motivation,and examine the content of corporate social responsibility from five dimensions of employee responsibility,customer responsibility,charity responsibility,environmental responsibility and community responsibility.Taking 183 agricultural leading enterprises in Jiangsu Province as a sample,and the data was obtained through research.Descriptive statistical analysis,reliability and validity analysis,factor analysis,correlation analysis and structural equation analysis are used to study the impact of top managers' CSR awareness,subjective norms and motivations on their behaviors by SPSS and SmartPLS software.The results show that top managers with higher corporate social responsibility and external cognition will be more proactive in maintaining the interests of employees and customers,making charitable donations,protecting the environment and driving regional development.Topmanagers with strong internal perceptions,external cognition and subjective norms are more likely to be politically motivated,while managers with stronger internal perceptions are more likely to be economically motivated.Political motivation plays a mediating role in the process of internal cognition and subjective norms affecting corporate social responsibility behavior.Based on these results,the paper proposes that agricultural enterprises need to introduce high-level talents,raise awareness of executives' corporate social responsibility and establish good political-enterprise relationship by undertaking social responsibility;Besides,the academics should build a corporate social responsibility evaluation system;In addition,the government needs to strengthen corporate social responsibility propaganda and give more policy subsidies,as well as call for enterprises to carry out social responsibility activities,playing a policy guidance role;the media can increase executives' social responsibility pressure through public opinion supervision.