Corporate Social Responsibility in China: Researh Based on Chinese Consumers' Perception
- Resource Type
- Text
- Authors
- JIANG, LIN
- Source
- Subject
- Corporate Social Responsibility (CSR)
China
CSR Pyramid
Analytic Hierarchy Process (AHP)
- Language
- English
This thesis attempts to examine Chinese consumers’ perception of Corporate Social Responsibility (CSR) and to figure out the priorities of different corporate social responsibilities from the Chinese consumers’ points of view. This is a qualitative study that uses the analytical model of Analytic Hierarchy Process (AHP). Data used in this thesis is collected by conducting an online survey to Chinese consumers using self-administered questionnaires (SAQ). Results revealed that “legal responsibilities” is appraised as the most important by Chinese consumers, followed by “economic responsibilities”, “ethical responsibilities” and “philanthropic responsibilities” sequentially. The results are consistent with some existing findings showed that Chinese consumers ranked legal and economic responsibilities prior to ethical and philanthropic responsibilities. While in a different cultural context, French and German consumers did not give much credit on “economic responsibilities” compared to the other 3 dimensions of corporate social responsibilities. The reasons for the results are concluded as uncertainty and unpredictability avoidance attitude of Chinese consumers. The rapid economic development in China is also considered as an affecting factor for the finding distinctions. Therefore, Chinese consumers tend to expect more of legal and economic responsibilities which are important to the healthy growth of the economy. European countries are currently in a relatively developed and stable economic environment and their consumers are paying more attention to moral business behaviour. Results will contribute to the inadequate CSR literature in the Chinese context and provide some implications for corporate strategic management in particular involving Corporate Social Responsibility (CSR).