Analysis of the Relationship between CSR Activity and Purchase Motivation

Abstract

Companies have developed a keen interest in bolstering their CSR activities. Especially in Japan, CSR is strongly associated with social contribution and mécénat activities. On the other hand, the primary purpose of companies is to provide their products and services to consumers and thereby return value to their shareholders through sales and profits. It is, however, difficult to estimate directly the relationship between CSR and sales/profits. This study focuses particularly on CSR activities related to environmental and consumer issues and community involvement and development. It is also analyzed the relationship between the degree of CSR empathy and product purchase motivation. For accomplishment the purpose, a questionnaire is designed that elicits the respondent's degree of purchase intention and empathy toward CSR activities supported through sales. The object industry for questionnaires is TV maker. For results of the questionnaire, a covariance structure analysis is conducted to understand potential relationships among CSR activities, sales, and disposable budget. Through this study, it is able to clear the relationship between CSR activities and sales/profits. It is one of the advice to future prospect, strategy and CSR concept for the companies.

How Can Multinational Enterprises Effectively Implement Local Consumer-Oriented Corporate Social Responsibility (CSR) Strategies? A Multi-Perspective Study on the Differences in CSR Response Mechanisms between Chinese and Japanese Consumers

“…In the CSR evolution in Japan and China, Japan stands out as having robust institutional support, with the government prioritizing CSR, fostering institutions, and encouraging businesses to weave national and social interests into their operations [9]. Moreover, Japanese consumers have a deep understanding of CSR [20]. Since 2003, Japan's dedicated CSR framework mandates businesses to disclose CSR initiatives, with consumers holding high expectations, especially regarding environmental efforts [21].…”