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消费者是企业社会责任行为的主要承受者和影响者。要使企业社会责任行为具有针对性,必须先了解消费者对企业社会责任的认知状况。以卡罗尔的社会责任说为基础,对消费者企业社会责任认知进行了调查,分析了个人特征对消费者社会责任认知的影响。结果发现:消费者对企业社会责任四个层次的认识并不相同,年龄、文化程度、职业对消费者社会责任认知有显著影响,而生活环境、家庭收入和家庭是否有老人和小孩对消费者的社会责任认知无显著影响。因此,企业可以根据消费者的年龄、文化程度和职业进行有效的社会责任行为选择。
Consumers are the main recipients and influencers of corporate social responsibility behaviors. To make corporate social responsibility behavior specific, we must first understand the consumer’s cognition of corporate social responsibility. Based on Carol’s social responsibility theory, this paper investigates the consumer’s corporate social responsibility and analyzes the influence of personal characteristics on consumer’s social responsibility. The results show that consumers have different understanding of the four levels of corporate social responsibility. Age, education level and occupation have significant influence on consumers’ social responsibility cognition. However, living environment, household income and whether families have elderly or children’s consumption The social responsibility cognition had no significant effect. Therefore, enterprises can choose effective social responsibility behaviors according to consumers’ age, education level and occupation.