A study of influence of corporate public welfare and charity responsibility on consumer behavior : an analysis of the mediating effect based on emotional trust

Abstract

In the current business environment, an increasing number of companies are integrating social responsibility into their operations to win over consumer favor. Nonetheless, there remains a substantial gap in research when it comes to understanding this evolving dynamic of consumer support. Hence, this research focuses on this specific pattern of consumer behavior and investigates it within the framework of consumer support motivated by a company's commitment to public welfare and charitable endeavors. This study utilizes both social identity theory and attribution theory, integrating emotional trust as an intermediary variable to construct a research model between corporate social responsibility and pro-social consumption behavior, aiming to deeply explore the impact of corporate public welfare and charity responsibility on consumption behavior. Using the SPSS and AMOS statistical analysis software for empirical research and analysis, this study proposes the following conclusions: 1) Charity and public welfare responsibility have a positive impact on consumer behavior; 2) Charity and public welfare responsibility have a positive impact on emotional trust; 3) Emotional trust has a positive impact on consumer behavior; 4) Emotional trust plays a mediating role in the positive impact of charity responsibility on consumer behavior