The Impact Of Multinational Corporations’ Social Responsibility Strategies On The Attitudes Of Consumers In Host Countries

In the increasingly fierce global competition,multinational enterprises face a lot of opportunities and challenges in the international market.Multinational enterprises carry out social responsibility activities in the host country,which can promote the positive response of consumers.However,under the current situation of anti-globalization,consumers in different countries have strengthened their ethnocentric consciousness.In the process of promoting internationalization,multinational enterprises sometimes fail to achieve the expected results in fulfilling their social responsibility activities in the host country.Therefore,it is of practical significance to study the specific mechanism of multinational corporate social responsibility behavior on consumer attitude.Based on the above viewpoints,this paper constructs a research model of the impact of MNC social responsibility strategies(such as philanthropic,commercial and sponsorship strategies)on consumer attitudes in host countries,and takes China consumers as the survey object,collects questionnaires and conducts empirical test on the data.The survey collected 566 questionnaires,through the data analysis,we found that the social responsibility strategies of multinational enterprises positively affect the identity of consumers in the host country,and consumers have a higher degree of identity to the enterprises that implement charitable social responsibility strategies;Host country consumers’ identification with multinational enterprises positively affects their attitude towards multinational enterprises;Consumer ethnocentrism plays a moderating role in the process of MNC social responsibility strategies affecting consumer attitudes.This paper reveals the impact mechanism of MNC’s social responsibility strategy on consumer attitude,which enriches the research of MNC’s social responsibility field.On the one hand,it is a reference for multinational enterprises to formulate appropriate social responsibility strategies in our market;On the other hand,it also provides a reference for Chinese enterprises to obtain the positive attitude of consumers in the host country by carrying out social responsibility activities in the process of internationalization.