Selling to the urban Chinese in East Asia: Do CSR and value orientation matter?

Bala Ramasamy (), Matthew C.H. Yeung and Junsong Chen

Journal of Business Research, 2013, vol. 66, issue 12, 2485-2491

Abstract: Most multinationals have a presence in the East Asian region and target the urban Chinese population. In an effort to win over the loyalty of consumers, Corporate Social Responsibility (CSR) has been used increasingly as a marketing strategy. This paper explores how personal values influence the attitude and behavior towards CSR among Chinese consumers. By collecting data from three major East Asian cities — Hong Kong, Shanghai and Singapore, and employing factor, cluster, conjoint and correspondence analyses, the authors demonstrate that Confucian value orientation can be a powerful antecedent of CSR support.

Keywords: Corporate social responsibility; Confucian values; Chinese consumers; Value orientation; CSR support (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:12:p:2485-2491

DOI: 10.1016/j.jbusres.2013.05.039

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