对奢品公司的企业社会责任期望的参考独立性
1Department of Marketing, Yale School of Management, New Haven, Connecticut, United States of America.
PloS one
|June 15, 2023
概括
消费者期望公司平等捐款,无论它们是奢品牌还是非奢品牌. 然而,有物质主义或浪费倾向的个人总体上预计企业捐款将会更高.
科学领域:
- 消费者行为 消费者行为
- 营销伦理 营销伦理
- 公司社会责任 (CSR)
背景情况:
- 消费者期望企业参与慈善捐赠.
- 对于企业捐款的消费者道德标准的理解有限.
- 研究已经探索了企业企业社会责任的战略优势.
研究的目的:
- 调查消费者对奢品与非奢品公司的企业社会责任 (CSR) 捐赠标准的期望.
- 为了确定消费者是否认为奢品公司应该比非奢品公司捐款更多.
- 检查消费者对企业捐款的期望中的个人差异.
主要方法:
- 进行了四项实验性研究.
- 在不同的产品类别和视角上评估了消费者期望.
- 适度分析检查了个人差异,包括物质主义和消费习惯.
主要成果:
- 消费者并不认为奢品公司的捐款标准高于非奢品公司.
- 发现了一个一致的信念,即所有公司都有义务捐赠相同的金额.
- 唯物主义和浪费的消费者,无论企业类型如何,都期待更高的捐款水平.
结论:
- 对于企业捐款的消费者道德标准是独立于公司奢品地位的参考.
- 个人消费者特征,如物质主义和消费习惯,显著影响捐赠期望.
- 这项研究有助于理解对奢品企业社会责任的主观伦理信念.
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