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Research on the Influence Mechanism of Corporate Social Responsibility on Consumer Behavior from the Perspective of Attribution Theory
- 1 University College London
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Abstract
Since prior studies did not focus a lot on the influence mechanism of CSR on consumer behavior from the perspective of consumers, this topic needs to be further researched. Based on the attribution theory, this study takes Hongxing Erke as the representative case using grounded theory to explore the influence mechanism of CSR on consumer behavior. This research finds that CSR strength, CSR consistency and brand image are the three main conditions that affect consumers' attribution pattern, and consumers' perception of marketing is the boundary condition that affects consumers' attribution pattern. Attribution can be divided into prosocial and self-interest. Prosocial attribution has a positive effect on consumers' purchase intention, while self-interest attribution has a negative effect on consumers' purchase intention. This study has certain guiding significance for enterprises' marketing strategy and CSR implementation.
Keywords
corporate social responsibility, donation, purchase intention, consumer behavior
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Cite this article
Liu,Y. (2023). Research on the Influence Mechanism of Corporate Social Responsibility on Consumer Behavior from the Perspective of Attribution Theory. Advances in Economics, Management and Political Sciences,3,48-54.
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Volume title: Proceedings of the 6th International Conference on Economic Management and Green Development (ICEMGD 2022), Part Ⅰ
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