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基于消费者购买决策视角的企业社会责任研究/Research on Corporate Social Responsibility in the Per

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The Paper “Research on Corporate Social Responsibility in the Perspective of Consumer Purchase Decision”, written by Yan Jiaju from University of International Business and Economics(UIBE), is the Second Prize of 2011 Collegiate Corporate Social Responsibility Essay Competition, which is organized by the Center for International Business Ethics at UIBE, Beijing. The whole paper can be found in the attachment.

Research on Corporate Social Responsibility in the Perspective of Consumer Purchase Decision

Abstract: Nowadays, in a world characterized by economic globalization, corporate social responsibility has become a key issue for enterprises in realizing the long-term strategic development and maintaining their own status in the increasingly competitive market. Whether enterprises can realize their short-term or long-term strategic goals depends on consumers’ perception of their awareness of social responsibility and on whether the perception can affect consumer purchase decision. However, when enterprises are building their brand image and showing their social responsibility, they focus more on the elevation of their own market and brand value while ignoring consumers’ comment on their fulfillment of social responsibility. In fact, the value of enterprises’ fulfilling social responsibility is realized in that consumers are more motivated to make purchase if they regard the enterprise as socially responsible. Therefore, the thesis analyzes the relationship between corporate social responsibility and purchase decision-making process in specific industries and discusses the relationship between corporate social responsibility and consumer purchase decision through the construction of differentiated corporate social responsibility model in a market that can be segmented

Keywords: Corporate social responsibility; Consumers purchase decision; Consumer purchase decision-making process
Anhänge: Research on CSR in the Perspective of Consumer Purchase Decision.pdf (314,4k)