The Impact Of Corporate Social Responsibility On Consumers' Purchase Intention:The Perspective Of Mindset

Corporate Social Responsibility(CSR)refers to the responsibility of the company to stakeholders in the production and operation process,and emphasizes the contribution of the company to all sectors of society and the natural environment.In recent years,the proposition of strategic corporate social responsibility(CSR)emphasized long-term and initiative orientation in managing CSR activities,attempting to enhance consumers' evaluation of companies and their products through active implementation of social responsibility projects in order to achieve corporate goals.However,not all of the CSR initiatives are effective in the practice.As the focus of academic research and corporate practice,the impact of CSR on consumer purchase has caused extensive discussion.The existing research on the impact of CSR on consumer behavior can be divided into two aspects: First,the consumer's internal response,including consumer attention,attribution,attitude,trust,and evaluation;second,external response of consumers,mainly It is the purchase behavior of consumers,that is,the influence of CSR on consumers' purchase intentions,which is also a concern in current research.The factors influencing consumers' purchase intention can be classified into three categories: First,enterprise level,such as CSR characteristics,corporate reputation and product price,quality,etc.;Second,consumer level,such as consumer perception information,consumer values,and Consumer demographic characteristics,etc.;Third,Corporate-Social Responsibility Behavior-conformance between consumers,such as the consistency of corporate branding and good cause issues,and the consistency of consumer perceptions of their own causes and issues of good causes.Compared with the above research on CSR projects and consumers' own factors,this study starts from the source of consumer cognition and introduces the whole local thinking model as a variable to explore the impact of thinking models and CSR on consumers' purchase intention.The paper focuses on four issues and analyzes the problem through three studies.Study 1 analyzes 2 issues:(1)Consumers' mindsets and CSR influence on consumers' purchase intention;(2)Means to manipulate consumer mindsets in specific marketing situations.Study 2 analyzes one problem: the internal mechanism of consumers' mindset and CSR influence on consumers' purchase intention—the mediating role of perceived similarity.Study 3 analyzes one problem: the regulatory role of normative rationality.The research work includes:(1)Theis conducts the literature research,and propose research direction of this thesis.(2)Based on information processing theory and norm activation theory and existing research,thesis builds conceptual and put forward the hypothesis.(3)Obtaining first-hand data through contextual experiments,verifying the hypothesis.(4)Discuss the theoretical and practical significance of the research results,analyze the deficiencies of the research,and point out future research directions.The results of the study 1 show that:(1)CSR can promote purchase intentions effectively.The purchase intention is affected by consumer's mindset: in the case of global mindset,consumers are more willing to buy high-CSR products rather than low-CSR products;in the case of local mindset,there is no significant difference between high and low CSR products;(2)Colors(blue vs.red)can manipulate consumer mindsets(global vs.local),but the inertaction with CSR is contrary to expectations.(3)Time distance(far vs.near)can manipulate the consumer mindset(overall vs.local),and the interaction with CSR is consistent with expectations.Study 2 found that: Perceived similarity plays an intermediary role in the interaction between mindset and CSR's influence on consumers' purchase intention: the mindset can increase or decrease the perceived similarity between the target and the standard perception,which in turn affects the enhance or weaken of the purchase intention.Study 3 found that: The normative rationality plays a regulatory role in this effect: when consumers' normative rationality was high,consumers are more willing to buy high-CSR products if a global mindset is initiated.While,if a local mindset is initiated,there is no significant difference in consumers' purchase intention between high and low-CSR products.However,when normative rationality was low,here is no significant difference in consumers' purchase intention between high and low-CSR products if a global mindset is initiated;if a local mindset is initiated,consumers are more willing to buy high-CSR products.The thesis not only enriches the research on the influence of CSR on consumer behavior,but also expands the application of mindset in marketing.The research results provide a reference for companies to implement social responsibility strategic marketing and help companies better promote consumer identity.