Consumers' Cognitive Dimension of International Corporate Social Responsibility and Its Correlation With Purchasing Tendency

Since the 21st century, international corporate social responsibility attracts great attention. With the continuous improvement of consumers' maturity, they become more and more sensitive to international corporate social responsibility and have higher requirements for corporate to fulfill social responsibility. Besides, the buying decision is affected by international corporate social responsibility more and more apparently. Hence, the research into the impacts of international corporate social responsibility on consumers' buying behavior is of great significance. In the research, consumer identity was set as intervening variable to investigate how consumer buying behavior was affected by corporate social responsibility. After theoretical model was constructed and research hypothesis was put forward, questionnaire investigation approach was adopted for empirical study. It was demonstrated that the significance values of age, occupation, and education level in each factor were small with great differences.