Does ‘Doing Good’ Always Lead lo ‘Doing Better’? Consumer Purchase Intentions to Corporate Social Responsibility

Ying-Yueh Su, Yen-Ku Kuo and Bang-Lee Chang
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Ying-Yueh Su: Chinese Culture University, Taiwan
Yen-Ku Kuo: Chinese Culture University, Taiwan
Bang-Lee Chang: Chinese Culture University, Taiwan

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Abstract: Despite the popularity of CSR in the developed world, the potential benefits of CSR are less emphasis in the developing economies like Taiwan. However, regarding many food security incidences occurred in Taiwan recently, it was discovered for instance that distinguish non-food oil adding into food oil, toxic starch, and expired raw materials were found in food and industrial materials were used to prepare raw materials, causing much panic and triggering people’s mistrust in food safety. Thus, corporate social responsibility (CRS) has gained wide consideration in academic field as well as in business world at present. Organizations are using CSR to develop competitive advantage and establish congenial relations with its stakeholders. This study will explore the effect of CSR on consumer purchase intentions in the food sector of Taiwan. By drawing on data from three in-depth focus group sessions, the investigation interrogates Taiwan consumer perceptions and attitudes regarding corporate social responsibility in the food sector. The findings show that consumers place lots emphasis on the quality of food products, especially during the period time of food security issues occurring while the media channels report it frequently. Most respondents support for the CSR issues and general beliefs that CSR directly related to the company brand image. More specially, the results indicate that CSR initiatives can, under certain conditions, decrease consumer’s purchase intentions on company products.

Keywords: corporate social responsibility; food sector; Taiwan; consumer purchase intentions (search for similar items in EconPapers)
Date: 2015
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