The Public Perception of Corporate Social Responsibility and Its Effects on Customer Behaviour in China

Abstract

With the rapid economic development of China, many enterprises have developed rapidly with the growing scale and strength, and their products and services have had a profound impact on the society. However, the study finds that many enterprises are merely spectators toward corporate social responsibility (CSR); these enterprises do not play an active role in CSR. At present, the domestic and foreign scholars' researches on CSR are focused on motivation, influence factors and its influence on enterprise performance, but less attention has been given to the public perception of CSR and its different effects on customer behavior from the demographic range. This paper is based on a questionnaire of public perception in CSR, advancing with the times to consider the current status of the public's perception of CSR in China, at the same time, it investigates the public's attention to the dimensions of CSR at present, and particularly analyzes the perception of CSR and its different effects on customer behaviour in the demographic indicators.

Corporate social responsibility and new technologies in food industry, the public perception: Case study of Vojvodina

“…For example, female respondents (consumers in Chine) knew less about CSR than male respondents. However, the satisfaction degree with the enterprise undertaking of CSR of female consumers was higher than male respondents (Chai et al, 2015). At the same time, possible reasons for "negative correlation between the satisfaction degree of enterprise undertaking of CSR and education background may be as follows: the higher the education level of the consumers, the more attention will be paid on the knowledge accumulation and updating, which reflects on the more attention to the enterprise undertaking of CSR" (Chai et al, 2015).…”

“…The methods used were descriptive statistics and correlation analysis (adopted to Chai et al, 2015) as well as comparative analysis.…”

“…Many previous studies are focused on examining the link between CSR and financial performance (see: Pfau et al, 2008, p. 145;Omidi et al, 2018) as well as between CSR and corporate identity (Salleh et al, 2013). Besides, CSR is an important issue in the marketing literature which is focused on different topics such as: consumer's attitudes to CSR and Green marketing (Čerkasov et al, 2017); relationship between CSR practices, corporate identity and purchase intention (Prabu et al, 2005); the influence of CSR on customer loyalty (Iglesias et al, 2018); CSR and consumer buying behavior (Brown, Dacin, 1997;Chai et al, 2015;Civero et al, 2017;Webster, 1975); perception of CSR and purchase intention of consumers (Mohr, Webb, 2005); consumers' perception of CSR, e.g. consumer survey in France, Germany, the U.S. (Maignan, 2001), and in China (Tian et al, 2011); consumers' perception of the impact of CSR in fast-food restaurants, Hong Kong (Tong et al, 2019); consumer responses to CSR (Sankar, Bhattacharya, 2001); public perception of CSR (Chai et al, 2015); influence of CSR campaigns on public opinion (Pfau et al, 2008); CSR and public opinion (Vallentin, 2004).…”

Measuring corporate citizenship and public image: evidence from scale development and validation

“…Afterward, conceptual limits have been decided for the extracted articles by including those that, in their hub, have the substance of public image or reputation and excluding those articles that only explore the matter of public affairs or relations. Along these lines, around 130 papers have been reviewed, with specific emphasis on the fundamental studies to strictly grasp what is and is not embraced by the said domains (Axjonow et al , 2018; Capriotti and Moreno, 2007; Chai et al , 2015; Fombrun, 2005; Fombrun et al , 2000; Gazzola et al , 2020; Gray and Balmer, 1998; Javed et al , 2020; Kumar, 2018; Lin, 2023; Mackey, 2014; Maignan et al , 1999; Nyberg and Murray, 2020; Pérez-Cornejo et al , 2020; Pruzan, 2001; Streimikiene et al , 2021; Tran et al , 2015; Virvilaite and Daubaraite, 2011).…”

Exploring the Mediating Role of Customer-Company Identification: The Association Between Perceived Corporate Social Responsibility and Customer Citizenship Behavior

“…The existing academic research on the relationship between enterprises and customers has extensively explored various aspects of customer behavior (Burlea-Schiopoiu & Balan, 2021;Chai et al, 2015;. However, customer purchasing behavior has received considerable attention in the literature (Anuradha & Bagali, 2015;Fianto et al, 2014), but non-purchasing behaviors, including feedback, recommendation, and assistance, have been relatively understudied.…”