Environmental Stewardship and Corporate Social Responsibility: Implication for Consumers’ Resistance to Negative Information. The Case of Apple in China

Martin Larbi
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引用次数: 2

Abstract

There are several studies that have investigated the effect of corporate social responsibility (CSR) on consumer behavior. However, these studies demonstrate conflicting results on how CSR influences consumer purchasing behavior and retention; for example, in event of negative information about a firm. Therefore, the effectiveness of CSR in advancing the core business of firms remains unresolved. This research uses a qualitative approach to examine how CSR affords firms greater levels of goodwill with consumers. The study focuses on the case of Apple in China. Both primary and secondary data were collected through interviews, review of literature, newspaper reports, blogs, social media, and official websites of institutions and corporate entities. A deductive analytical approach was used to examine how consumers perceive CSR, and how that impacts on their attitude towards a firm when confronted with negative information. The study found low level of awareness of CSR in consumers. Moreover, the findings demonstrate that consumers tend to attach more importance to CSR when they identify with the problems associated with the actions or inactions of a firm. The study shows that firms can only enjoy the full benefits of CSR by creating public awareness of such endeavours.
环境管理与企业社会责任:对消费者抵制负面信息的启示。苹果在中国的案例
有一些研究调查了企业社会责任(CSR)对消费者行为的影响。然而,这些研究在企业社会责任如何影响消费者购买行为和留存率方面显示出相互矛盾的结果;例如,如果有关于公司的负面信息。因此,企业社会责任在推动企业核心业务方面的有效性仍未得到解决。本研究采用定性方法来考察企业社会责任如何为企业提供更高水平的消费者商誉。这项研究的重点是苹果在中国的案例。通过访谈、文献查阅、报纸报道、博客、社交媒体以及机构和企业的官方网站收集第一手和第二手数据。采用演绎分析方法来研究消费者如何看待企业社会责任,以及当面对负面信息时,这如何影响他们对企业的态度。研究发现,消费者对企业社会责任的认识水平较低。此外,研究结果表明,当消费者认同与企业行为或不作为相关的问题时,他们往往更重视企业社会责任。研究表明,企业只有让公众意识到企业社会责任的努力,才能充分享受企业社会责任的好处。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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