Abstract
Currently, the public attention to corporate social responsibility (CSR) arises as the social environmental awareness increases. This paper conducted an in-depth discussion on how consumers perceive CSR activities as a brand, and on whether its result is closely related to their acceptance of price premiums or discounts of products. Targeting Chinese consumers as the research object, the study conducted a questionnaire survey and interviews around their
purchase intentions for products from companies concerned with CSR. Under various scenarios configured by a combination of four institutional factors, including corporate attitudes towards CSR, product price levels, product types, and CSR dimensions, the author rigorously analyzed the data of the impact of CSR information on consumers' purchase intentions, and clarified the Chinese consumers' current attitude towards ethical consumption. The conclusion provides accurate and effective information about decision-making of CSR localization and consumer-oriented management for foreign multinational corporations expanding in China, and enriches the theoretical perspective of ethical consumption.
