Research On The Influence Of Corporate Social Responsibility Activities On Brand Evaluation Under The Background Of "Dual Carbon"

With the proposal of the "dual carbon" goal that meets the new requirements of green transformation and development,enterprises have faced opportunities and challenges under the new development pattern,and their social responsibility activities have also undergone corresponding changes.Corporate social responsibility activities under the background of "dual carbon" have become one of the hot topics of concern in the industry and academia.Unlike traditional corporate social responsibility activities,corporate social responsibility activities under the "dual carbon" goal need to integrate low-carbon environmental protection concepts and truly implement the coordinated development of "dual carbon" and corporate social responsibility activities.For example,enterprises carry out product development activities to accelerate the research and development of low-carbon and environmentally friendly products,in order to reflect their social responsibility.On the other hand,with the continuous development of socio-economic and low-carbon environmental protection concepts,the public’s requirements for corporate social responsibility are becoming increasingly high.Enterprises not only need to fulfill their social responsibilities,but also meet the expectations of consumers for enterprises to practice low-carbon environmental protection concepts.Some enterprises enhance consumers’ evaluation of the enterprise by carrying out social responsibility activities with green and environmental protection significance.Although a series of social responsibility activities integrating low-carbon environmental protection concepts carried out by enterprises in the context of "dual carbon" have had a certain positive impact on consumers’ brand awareness and tendencies,due to the single activity method and insufficient highlighting of low-carbon theme significance,the improvement effect of consumers’ brand evaluation is far from expected.Therefore,in the context of "dual carbon",how to improve consumer evaluation through composite social responsibility activities has become an important issue that enterprises need to solve.Therefore,from the perspective of brand emotion,combined with attribution theory and social identity theory,this study explores the impact mechanism of corporate social responsibility activities on brand evaluation under the "dual carbon" background.This study conducted empirical research through a questionnaire survey and obtained590 valid samples.The results indicate that corporate social responsibility activities have a positive impact on brand sentiment and brand evaluation.In addition,brand emotions play a mediating role between corporate social responsibility activities and brand evaluation.Sensory processing sensitivity plays a positive moderating role in the relationship between corporate social responsibility activities and brand emotions;Environmental awareness has a positive moderating effect on the relationship between corporate social responsibility activities and brand emotions.This study explores the impact of corporate social responsibility activities on consumers in the context of "dual carbon",improving the understanding of the effectiveness of corporate social responsibility activities.While enriching relevant conceptual research literature,it can also provide suggestions for enterprises to carry out social responsibility activities.It helps enterprises to better carry out social responsibility activities in the context of "dual carbon",improve consumer brand sentiment and brand evaluation.