消费者企业社会责任响应研究——基于利益相关者的视角

Consumer Responsiveness to Corporate Social Responsibility——A Stakeholder's Perspective

通过问卷调查考察基于利益相关者视角的消费者企业社会责任(CSR)响应研究发现,消费者对企业承担对消费者的社会责任反应最积极,其次是对员工、社区和政府的责任,企业对合作伙伴和股东承担社会责任是最不能引发消费者的购买行为的。在消费者的客观特征中,性别、年龄和职业对其CSR认知、归因和态度都存在影响,而受教育程度和收入水平对以上三项并不存在显著影响。消费者性别、年龄、职业和收入水平对其具体的CSR购买行为均呈现出显著的影响,而受教育程度对其CSR消费行为不存在影响。消费者对CSR的认知、归因和态度与其购买行为之间并不存在必然的联系,消费者更多时候还是考虑维护自身的利益。这些研究结论揭示了消费者行为与基于利益相关者视角的社会责任类型之间的关系,并证实在以往研究中将消费者对社会责任的认知、归因和态度与消费者的购买行为进行必然联系的做法可能与事实不符。从实践的角度讲,这些结论表明企业在承担社会责任时应对不同利益相关者区别对待,并在此过程中通过对消费者某些客观特征的把握调整企业的社会责任行为,进而最大限度地获得消费者在购买行为上的支持。

Using a questionnaire,this paper investigates the consumers'responsiveness to corporate social responsibility(CSR)behavior from a stakeholder's perspective.The results show that consumers respond most positively to CSR behavior that towards consumers,and to a less extent,employees,communities and government,and respond least positively to CSR behavior that towards business partners and shareholders.In addition,consumers'gender,age and profession has a significant impact on their CSR knowledge,attribution and attitude,but neither education experience nor income level has such an effect;finally,consumers'gender,age,profession and income level has a significant impact on consumers'purchasing behavior,but their education experience has not such an effect.Therefore,there is not an inevitable correlation between consumers'purchasing behavior and their CSR knowledge,attribution or attitude.The results have important implications to both academic research and business practice.The paper contributes to the research on consumer responsiveness to CSR with an identification of the correlations between consumer CSR responsiveness and CSR behavior categorized by stakeholders,and provides reference to businesses practice that the importance of stakeholders are different in consumers'perception,and firms could adjust their CSR behavior according to consumers'objective characteristics,so as to achieve consumers'best support.