A study on the impact of dairy companies' social responsibility on consumers' purchasing intention

Abstract

In the context of China's booming economy, the problem of lack of corporate social responsibility frequently occurs, affecting the sustainable development of human society. As an important industry related to national health and nutrition, the fulfillment of social responsibilities of dairy companies has also attracted much attention. This study focuses on the field of dairy products. From the perspective of consumers, by reviewing and sorting out existing literature, the core variables involved are conceptually defined, providing a solid foundation for subsequent research. On this basis, a theoretical model was constructed based on the core variables and relevant hypotheses were put forward. To verify the hypothesis, this study uses a questionnaire survey method to collect the data required for empirical research. Finally, based on the empirical research results, it is concluded that dairy companies' economic responsibility, safeguarding consumer rights, protecting the environment, and undertaking charitable activities all have an impact on consumers' purchase intentions. It has a significant positive impact in which consumer corporate identity plays a partial mediating role, and dependent self-construal positively moderates the impact of dairy corporate social responsibility on consumer purchase intention. After comprehensive analysis, this study provides suggestions on how dairy companies can better fulfill their social responsibilities to help them strategically carry out business activities