A Study Of The Impact Of Corporate Social Responsibility On Consumer Purchase Intention

As the economy continues to develop rapidly and people’s lives improve significantly,but with the transformation and upgrading of the economy has given rise to the problem that the development of corporate social responsibility lags behind the development of the market economy,and the issue of corporate social responsibility has attracted widespread attention.Consumers have a great relevance to the core interests of enterprises,and if consumers use their power wisely to support companies that fulfill their social responsibility and resist those that do not,it will strengthen the endogenous power of companies to take social responsibility,which will have practical significance.However,from the overall research results,most of the studies on CSR and consumers’ willingness to buy only elaborate the correlation between the two,but do not analyze the deeper influence path between the two.Based on the perspective of consumers,this paper collects data through small-scale semi-structured interviews and online questionnaires,and uses SPSS25.0 and AMOS21.0 data analysis tool makes an empirical study on this content,and makes a case study combined with the social responsibility management of Yili Group.By analyzing the 580 valid questionnaires collected and the case study,this paper draws the following conclusions: First,all five dimensions of CSR(economy,safeguarding consumer rights and interests,protecting employees’ rights and interests,protecting the environment,and taking responsibility for charitable causes)have a positive impact on consumers’ purchase intention.Second,the intermediary role of consumer identity is established in the two dimensions of corporate social responsibility: protecting employees’ rights and interests and safeguarding consumers’ interests.The other three dimensions are not established.When enterprises assume economic responsibility,environmental protection responsibility and charity responsibility,consumers are not sensitive to the transfer of interests perceived by such information,Therefore,the intermediary role of consumer identity between these dimensions and consumer purchase intention is not tenable.Third,CSR-CA beliefs negatively moderate the relationship between the five dimensions of CSR and consumer identification.The innovation of this paper is that it does not stop at the superficial concept of CSR,but further analyzes in depth whether the five dimensions of CSR play a role in consumers’ willingness to purchase at each dimensional level,so as to explore the connotation of social responsibility that consumers value deep in their hearts and build a clearer influence path between the two.The final conclusion expands the theoretical research in this field in a certain theoretical sense,and provides positive guidance for real-life companies on how to better fulfill their social responsibility.