抄録
In recent years, as an important “Soft Law” for the sustainable development of a company, Corporate Social Responsibility(CSR)has received widespread attention and has become an important indicator for stakeholders to evaluate the company. How to interact consumers’ responses with CSR is a vital topic. Focusing on the automotive and retail industries, the author clarified the positive and negative effects of the prices of corporate products on the purchase intention of university students through a survey regarding the attitudes of undergraduate students who study business administration at Tohoku University toward numerous CSR activities of companies. The data shows that the price is a critical moderator in university students’ purchase intention to CSR initiatives. The scales of the price premium acceptable by consumers on six dimensions of CSR and two industries are varied. This study provides more accurate information about the differences between university students’ purchase intention in structured CSR activities, which will help companies make effective strategic decisions and even enlighten the awareness of ethical consumption in the young consumer group in the future.
