A Study of the Internal Mechanism of Consumer Response to Corporate CSR Behavior

He Liu () and Zhaoyu Chen
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He Liu: Guilin University of Electronic Technology, School of Business
Zhaoyu Chen: Guilin University of Electronic Technology, School of Business

A chapter in Proceedings of the 2023 3rd International Conference on Enterprise Management and Economic Development (ICEMED 2023), 2023, pp 160-168 from Springer

Abstract: Abstract Existing studies mainly study the impact of CSR behavior on consumer response based on questionnaires. However, there are relatively few studies on online consumer response, especially on the intermediate mechanism of impact. From the perspective of grounded theory, this paper takes major CSR events in society since 2021 as the case selection target and selects four enterprises as the research object according to the enterprise scale and business type for the case study. The empirical research results show that (1) It is found that the CSR behavior of enterprises mainly causes changes in three dimensions of public “Feeling-Behavior-Attitude”. (2) The public reaction model caused by the CSR is constructed, which is helpful for the theoretical circle to form a clearer understanding of CSR behavior of enterprises. It lays a good foundation for follow-up research. (3) Enterprises should realize the importance of communication and interaction in public welfare undertakings, use excellent quality and good brand image, and adopt appropriate forms to obtain public recognition, to improve and enhance the image of enterprises in the public mind.

Keywords: CSR; The Ground Theory; Consumer response (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-224-8_22

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