CSRに対する日中消費者間の知覚反応ギャップ

若者の購買意欲に基づく産業別・CSR分野別比較研究

抄録

Over the past few decades, the research about the influence of Corporate Social Responsibility （CSR） on consumers’ purchasing intention has yielded rich results. However, most of them have only focused on a specific region, object, or content of CSR. There are few research in exploring the internal mechanism of CSR on consumer purchase intention from a comparative perspective. Thus, using the scenario technique, the differences between Chinese and Japanese young consumers’ purchasing intentions for the companies’products that fulfilled their CSR were explored and compared. 　As a result, we find that 1） Under the same price conditions, both Chinese and Japanese consumers are significantly affected by the attitude of corporate towards CSR activity （the Japanese are more affected than Chinese）. 2） Both Chinese and Japanese consumers are more affected by CSR information in the automotive industry than in the retail industry （the Chinese paid more attention to the positive CSR and the Japanese paid more attention to the negative CSR）. 3） Both Chinese and Japanese consumers’ responses to CSR are significantly affected by the price （the Japanese are more affected than the Chinese）. 4） Both Chinese and Japanese consumers are most concerned about the issue of “Quality and Hygiene/Safety Control” （Chinese are also concerned about “Environmental Protection”）. 　Furthermore, This study also provides some suggestions for Chinese and Japanese multinational companies （MNCs） in formulating policies and measures to appeal to consumer awareness.