企业社会责任的双刃剑:价值导向如何影响消费者在企业社会责任和企业能力之间做出选择?
1Department of Business and Trade, Zhejiang Industry Polytechnic College, Shaoxing 312000, China.
Acta psychologica
|March 18, 2025
概括
企业社会责任 (CSR) 显著提高了消费者购买意图,以利他主义归因为关键调解者. 消费者价值导向,特别是集体主义,缓解了这种影响,影响了对企业社会责任倡议的反应.
科学领域:
- 商业战略 商业战略
- 消费者心理学 消费者心理学
- 营销伦理 营销伦理
背景情况:
- 消费者决策日益受到企业社会责任 (CSR) 和企业能力 (CSR-CA) 的看法的影响.
- 了解CSR,CSR-CA和消费者价值观之间的相互作用对于有效的营销策略至关重要.
- 价值导向,如集体主义,可能会极大地影响消费者对企业社会责任倡议的反应.
研究的目的:
- 调查CSR和CSR-CA对消费者购买意向的综合影响.
- 检查利他主义归属和价值导向在企业社会责任-购买意向关系中的调解作用.
- 分析价值导向和CSR-CA信念对消费者对CSR的反应的影响.
主要方法:
- 一项使用问卷调查的定量研究,以评估消费者认知和购买意图.
- 对利他主义归因和价值导向的调解效应的分析.
- 检查CSR-CA信念和价值导向对消费者行为的调节效应.
主要成果:
- 高度的企业社会责任 (CSR) 意识积极而显著地增加了消费者的购买意图.
- 利他性归因在企业企业责任与购买意图之间的关系中起到重要作用.
- 价值导向,特别是集体主义,发挥着至关重要的调节作用,集体主义消费者对企业社会责任的积极反应更强烈.
结论:
- 公司必须在战略上平衡企业社会责任倡议与企业能力认知和客户价值导向.
- 定制企业社会责任战略以符合特定的消费者价值观,如集体主义,可以提高市场竞争力.
- 通过有效的企业社会责任沟通,利用利他主义归因可以推动消费者购买决策.
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