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

Bala Ramasamy, Matthew C. H. Yeung and Junsong Chen
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Matthew C. H. Yeung: OUHK - The Open University of Hong Kong
Junsong Chen: East China University of Science and Technology

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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 (CSR); Confucian values; Chinese consumers; Value orientation; CSR support (search for similar items in EconPapers)
Date: 2013-12-01
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Citations: View citations in EconPapers (14)

Published in Journal of Business Research, 2013, 66 (12), 2485-2491 p. ⟨10.1016/j.jbusres.2013.05.039⟩

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Journal Article: Selling to the urban Chinese in East Asia: Do CSR and value orientation matter? (2013)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312297

DOI: 10.1016/j.jbusres.2013.05.039

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