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企业社会责任和消费者购买意图,环境效益的感知作为调解者和多层次的调节效应

Luote Dai¹, Yuanyuan Jin², Delong Ma³

¹School of Digital Economy and Trade, Wenzhou Polytechnic, Wenzhou, 325000, China. luote26@wzpt.edu.cn.

Scientific reports

|September 30, 2025

概括

企业社会责任 (CSR) 对消费者购买意图产生积极影响. 感知到的环境效益调解了这一点,而对企业社会责任实施和行业绩效的信任增强了这一效应.

科学领域:

工商管理工商管理
营销营销营销营销营销
环境研究环境研究

背景情况:

企业社会责任 (CSR) 越来越多地影响消费者行为和决策.
对企业来说,了解将企业社会责任感知与消费者选择联系在一起的机制至关重要.
现有研究强调,需要探索企业社会责任有效性的调解和调节因素.

研究的目的:

调查消费者对企业社会责任的看法如何影响他们的购买意图.
检查在CSR-购买意图关系中感知到的环境效益的调解作用.
分析价值导向和企业环境绩效对企业社会责任影响的缓解效应.

主要方法:

使用445个消费者和多行业环境绩效指标的数据构建了一个多层模型.
使用统计分析来测试拟议的关系和缓解效应.
该研究区分了企业社会责任信誉 (CSR-CA) 和整个行业的环境绩效.

主要成果:

消费者对企业社会责任的看法显著而积极地影响购买意图.
感知到的环境效益部分调解了企业社会责任感知与购买意图之间的关系.
企业社会责任信誉 (CSR-CA) 和行业环境绩效显著缓解企业社会责任的有效性,当消费者信任或行业绩效较高时,其影响会放大.

结论:

企业社会责任战略积极影响消费者购买意图,主要是通过感知到的环境效益.
消费者对公司的企业社会责任能力 (CSR-CA) 的信任和强大的行业环境绩效是提高企业社会责任效率的关键调节因素.
虽然消费者价值导向并没有显著缓解与环境效益的联系,但企业应该专注于建立信誉并在环保意识的行业中运营,以获得最大的企业社会责任影响.

关键词:

消费者购买意向的消费者购买意向公司能力信念 (CSR-CA)公司社会责任 (CSR)环境效益感知环境效益感知产业环境表现行业环境表现价值导向是一种价值导向.

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