Research On The Relationship Between Localization Of Social Responsibility Of Multinational Corporations And Consumer Loyalty

Since the 1980 s,with the many social problems caused by the development of economic globalization,the corporate social responsibility movement had risen in the western countries..With the global expansion of multinational corporations and the improvement of their status,the business activities of multinational corporations in various countries around the world were receiving more and more attention.The fulfillment of social responsibility by multinational corporations in the process of economic activities has become a social expectation in a broad sense and has received special attention.However,in recent years,multinational corporations have not achieved good results in fulfilling their social responsibilities in China.Multinational corporations that are highly anticipated for Chinese consumers have been exposed to adopt double standard in fulfilling social responsibilities.Multinational corporations often adopt localized ways to fulfill social responsibilities.In developed countries,they strictly perform social responsibilities in accordance with local high standard.However,they fulfill social responsibilities with low standard in China because of legal loopholes.The double standard of fulfilling social responsibility of multinational corporations in China has seriously damaged the interests of consumers.Therefore,this paper hopes to explore the relationship between multinational corporations' social responsibility and consumer loyalty in the context of the localization of social responsibility of multinational corporations,and help multinational corporations in China to better fulfill social responsibilities and improve consumer loyalty.In the context of the localization of social responsibility of multinational corporations,this paper selects two social responsibility dimensions of environmental responsibility and consumer responsibility,and introduces perceived justice to explain the relationship between social responsibility of multinational corporations and consumer loyalty.On this basis,a research model of “multinational corporate social responsibility——perceived justice——consumer loyalty” was constructed.By subdividing the dimensions of perceived fairness,namely distributive justice,procedural justice and interactive justice,the mediating role of perceived justice on the relationship between multinational corporate social responsibility and consumer loyalty is examined.Also the paper explores interactive justice plays a moderate role in the relationship between distributive justice and consumer loyalty and between procedural justice and consumer loyalty.Finally,the results of this paper show that:(1)The different standards of the localization of multinational corporations to fulfill social responsibility will affect the evaluation of consumer loyalty.There is a positive influence between the standard of localization of multinational corporations and consumer loyalty.(2)In the context of the localization of multinational corporations to fulfill social responsibilities,perceived justice has a mediating role in the relationship between social responsibility of multinational corporations and consumer loyalty.The social responsibility of multinational corporations will ultimately affect consumer loyalty through perceived justice.(3)Interactive justice dosen't moderate the relationship between distributive justice and consumer loyalty and between procedural justice and consumer loyalty.Compared with the previous literature,this article has some innovations in the following aspects:First,this paper studies the relationship between the social responsibility of multinational corporations in China and consumer loyalty under the background of localization of social responsibility.In the past,the literature has explored the relationship between corporate social responsibility and consumer response,or the relationship between the social responsibility of multinational corporations in a country and the local consumer response.At the same time,the study of the double standard or localization of multinational corporations is also more in qualitative analysis.On the basis of the existing research,considering the phenomenon of the localization of social responsibility,this paper explores the relationship between multinational corporations' social responsibility and consumer loyalty in the context of the localization of social responsibility of multinational corporations.Secondly,this paper introduces the variable of perceived justice and explores the mediating role of perceived justice on the relationship between multinational corporate social responsibility and consumer loyalty.After introducing the background of the localization of multinational corporations in China to fulfill social responsibilities,in order to better explain the relationship between the social responsibility of multinational corporations in China and consumer loyalty,unlike other literatures,this paper verifies the role of perceived justice on the relationship between social responsibility of multinational corporations and consumer loyalty to explore how multinational corporations in China can fulfill social responsibilities accurately and effectively.