零售企业战略性企业社会责任与消费者响应

Consumer Responses to Strategic Corporate Social Responsibility of Retailing Stores

企业社会责任活动应当服务于企业的战略目标。文章以零售企业所面临的环境保护主题为背景,探讨了"顾客中心"和"利润中心"两种战略性企业社会责任的消费者响应。结果表明,"顾客中心"的企业社会责任与"利润中心"的企业社会责任相比,能够使顾客对企业产生更积极的企业社会责任联想,形成更好的态度,并提高其惠顾意愿。同时,从顾客价值的不同角度,消费者的企业社会责任支持对于"顾客中心"的企业社会责任的消费者响应具有正向或反向调节作用。

Corporate social responsibility（CSR） is a strategic tool for companies to achieve their strategic objectives.This article explores consumer responses from two types of strategic CSR,respectively ＂customer centric＂ and ＂profit-centric＂ against the context of environment protection issue related to retailers in China.The results show that compared to ＂profit-centric＂ CSR,＂customer centric＂ strategic CSR is more positively associated with customers＇ CSR association about the store,attitude toward the store and repatronizing intention.Moreover,the customers＇ CSR support plays a moderating role in such relations,either positive or negative which depends upon the customer value.