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摘要:Corporate Social Responsibility (CSR) is widely recognized as a commitment (by businesses) tocontribute to society at large and improve quality of life......

A survey of 240 people examined consumer attitudes towards corporate philanthropy with the intention of finding a correlation between consumer choice and corporate philanthropy. As a comparison of substitutes, Coca-Cola and Pepsi Cola were used. The effect that demographics had on consumer attitudes and the relationship between ‘strategic philanthropy’ and consumer demand were also investigated. In addition to this, the extent to which consumers place price above CSR attributes and how these attributes affected brand loyalty between substitutes was also measured.经过240人的调查研究消费者对企业慈善与寻找消费者的选择和企业慈善事业之间的态度有相关性的联系。用其他替代品比较,可口可乐和百事可乐的情况来分析下,该人口统计数据对消费者的态度和“战略性慈善事业'和消费需求之间的关系的影响进行了研究。除了这个以外,得到的结果是消费者所在的地方价格高于企业社会责任属性,以及这些属性影响到的替代品之间的品牌的忠诚度的程度也进行了测定和研究。

The results of this study show a relationship between ‘strategic philanthropy’ and consumer demand,with 80% of consumers paying close attention to CSR initiatives when deciding on whether or not to purchase Coca-Cola or Pepsi Cola. Furthermore, 64% of consumers were willing to pay more than 0% extra for either Coca-Cola or Pepsi Cola given that they contribute to a cause that they feel strongly about. A relationship was found between demographics and propensity to switch preferences when comparing positive and negative CSR reputations on firms, with 66.7% of postgraduate participants willing to switch while more than 71% among A-level participants not willing to switch. Finally, once adjusted to account educational level it was found that demand for CSR attributes transcends brand loyalty between substitutes.这项研究的结果表明, “战略慈善”和消费者的需求中有80 %的消费者对是否购买可口可乐或百事可乐作出决定时,密切关注企业社会责任的举措之间的关系。此外, 64 %的消费者愿意支付超过10%额外费用,无论是可口可乐还是百事可乐因。他们要为一个事业作出更大贡献使自己感到强烈的影响。关系是人口和倾向之间存在对公司比较正面和负面的社会责任声誉何时切换的喜好,具有研究生愿意参加A级参与者不愿意在B之间切换,而切换到超过71 %的66.7%。最后,一旦调整,以考虑教育水平发现,对企业社会责任的需求属性超越了替代品之间的品牌忠诚度。

 

1. Introduction

Research has shown that consumers increasingly expect corporations to contribute towards the welfare of society and indeed, increasing awareness of socially responsible initiatives has been shown to have a positive impact on consumer attitudes; 46% of consumers stated that they would switch brands to a socially responsible company (Smith and Alcorn, 1991). In today’s society corporations have been shown to embrace social initiatives but the extent to which consumers are persuaded by such initiatives remains relatively unexplored. Past research has used a variety of different definitions for ‘Corporate Social Responsibility’(CSR) which has led to disparity in results. This study will explore consumer attitudes towards CSR initiatives and the extent to which such initiatives influence purchasing behaviour between substitutes. In particular, this study will investigate the impacts that strategic philanthropy, brand loyalty and demographics have on consumer demand.

2. Literature Review

a. Corporate Social Responsibility and Consumers

Historically it had been argued that businesses ultimately produce the greatest social good in their pursuit of profit through the invisible hand of the market (Adam Smith, 1863). It has since been suggested that conditions hindering the invisible hand are evident throughout modern markets; imperfect competition along with a lack of consumer information are just some of the factors limiting socially responsible behaviour (Mohr et al, 2001).

Defining Corporate Social Responsibility (CSR) is not straightforward; descriptions range from ‘corporate philanthropy’ to ‘a synonym for business ethics’ (McWilliams et al, 2006).

Henceforth the concept of CSR will refer to Porter and Kramer‘s (2002) definition of‘corporate philanthropy’ as any kind of charitable activity that has a definable theme, objective or approach with a connection (however vague or tenuous) to a firm’s business. Indeed, a socially responsible consumer has been defined as “a consumer who takes into account the public consequences of his or her private consumption or who attempts to use his or her purchasing power to bring about social change” (Webster, 1975 p.188).

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