Study on Mechanism of Consumer Responses to CSR

In this paper, the data from the Chinese consumers help to study whether the impact of CSR on consumer purchasing decisions truly exists. If it exists, we will further study the mechanism of consumers responding to CSR and its constraints. The study constructs a conceptual framework with following hypotheses: the level of CSR makes positive effects on consumers' purchase intention; CSR-CA Beliefs, CSR Support and Product Quality have positive moderating effects on the relationship between the level of CSR and consumers' purchase intention. The test results support all the hypotheses except the moderating effect of Product Quality. The main conclusions drawn from the empirical research are: (1) The data from China show that CSR behavior is an important factor influencing consumers' purchase decision-making, (2) the response of consumer purchase decision to CSR behavior is conditional, subject to the impact of consumer types and (3) consumers' responses to CSR are motivated from interest drive and value identification.