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The Impact of Corporate Social Responsibility Activities on the Consumer Purchasing Situation

机译：企业社会责任活动对消费者购买情况的影响

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摘要

To explore the impact of corporate social responsibility (CSR) activities on the consumer purchasing situation, we arranged a scenario where participants (n = 451) purchased workout clothes. The results (r = 0.996, p = 0.000) show that (1) relative to other relevant marketing activities, CSR activity was not the most salient antecedent stimulus, (2) general CSR activities may have a lower impact on purchasing behavior than more specific CSR activities, (3) some CSR activities may have a negative impact on purchasing behavior, and (4) CSR activities may have a different impact on different segments. We propose that the impact of CSR can be understood as rule-governed behavior situated in the consumer's situation. A functional understanding of the impact of CSR on the purchasing situation could help companies to develop more effective marketing campaigns and, in addition, maintain activities that benefit not only the company but also society as a whole.
机译：为了探讨企业社会责任（CSR）活动对消费者购买情况的影响，我们安排了一个场景，参与者（n = 451）购买了运动服。结果（r = 0.996，p = 0.000）表明（1）相对于其他相关的营销活动，CSR活动不是最显着的先行刺激因素；（2）一般的CSR活动对购买行为的影响可能比更具体的影响小企业社会责任活动，（3）一些企业社会责任活动可能会对购买行为产生负面影响，并且（4）企业社会责任活动可能对不同细分市场产生不同的影响。我们认为，企业社会责任的影响可以理解为位于消费者情况下的规则行为。对企业社会责任对采购情况的影响的功能性理解可以帮助公司开展更有效的营销活动，此外，还可以开展使公司和整个社会受益的活动。

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