跨国公司环保责任行为与消费者响应

Environmental-protection Responsibility of Multi-National Corporate and Consumer Responses

本文研究发展中国家的消费者如何对跨国公司的环保责任行为做出响应。研究发现:基于发展中国家消费者的立场,跨国公司本土化的环保责任行为在某种程度上是一种不负责任的行为;跨国公司环保责任行为影响消费者的购买意向和公司评价,企业社会责任-企业能力信念这一消费者个人特征在跨国公司环保责任行为与消费者响应之间具有显著的调节作用;新产品质量是影响消费者购买意向和公司评价的重要因子,跨国公司的环保社会责任对企业能力与消费者响应之间的关系没有显著的调节作用。

This paper researches on how consumers in the developing countries respond to environmental - protection responibility of multi - national corporate. The findings implicate consumers in developing country believe that environmental- protection responsibility of multi -national corporate isn＇t a social responsibility activity ; environmental-protection responsibility of multi- national corporate affects consumers＇ purchase intention and company evaluation, and the relationship between environmental- protection responsibility of multi- national corporate and consumer responses is affected by personal characteristic such as corporate social responsibility- corporate ability beliefs. In addition, this paper also finds that new product quality is an important factor affecting consumers＇ purchase intention and company evaluation, but environmental - protection responsibility of multi - national corporate doesn＇ t affect the relationship between new product quality and purchase intention.