基于消费者视角的企业社会责任研究.doc

摘要：在全球经济飞速发展的同时，企业社会责任逐渐得到了社会各界广泛的关注。企业是社会的一份子，被学者称为企业公民，承担社会责任更是理所应当的事情，然而有许多企业为了追求利润的最大化，不重视对企业社会责任的承担，尤其是损害消费者的相关利益。企业的利益相关者包括消费者、股东、环境、政府、员工、社区、供应商等多方面的社会群体，但这当中与企业联系最频繁的就是消费者，消费者对企业生产的产品和所提供的服务的需求，促进了企业的发展。但是，所谓“水能载舟亦能覆舟”，企业积极承担社会责任可以赢来消费者的信任，塑造良好的企业形象，有利于企业的发展，相反，则会得到社会各界的唾骂，阻碍企业发展。本文正是在这样的背景下，基于消费者视角对企业社会责任进行研究分析，主要分析消费者对企业社会责任基本概念及相关内容的了解情况，消费者对企业缺失社会责任主要原因的认知情况，以及企业承担社会责任对消费者的购买行为的影响情况。最后根据分析结果，提出有利于推动企业社会责任发展的建议。

关键词：企业社会责任；消费者；消费者购买行为

ABSTRACT：With the rapid development of the global economy, corporate social responsibilities are also increasingly attracted global attention. Enterprises are part of the community, known as a corporate citizen by scholars, social responsibility is as it should do, but there are many companies in order to chase maximize profits, lacking of social responsibility, especially undermining the interests of consumers. Stakeholders include consumers,government, community, environment, employees and many other groups, but consumers are most closely associated with companies. Consumer spends on enterprise products and services, which can promote the development of enterprises. However, "Fire and water are good servants, but bad masters", the development of enterprises depends on the support of all social forces. Enterprises which actively fulfill corporate social responsibility will win the trust of consumers, establish a good corporate image, and help the development of enterprises .On the contrary , enterprises which do not fulfill their corporate social responsibility will be blamed by the community and hinder business development. This article is in this context, based on the consumer perspective on corporate social responsibility to conduct research and analysis, the main research on corporate social responsibility and consumer relevant content to understand the situation, corporate social responsibility on consumer buying behavior of the situation , and consumer -to-business mainly due to lack of awareness of the situation of social responsibility while the results of the analysis presented is conducive to promoting corporate social responsibility development proposals.

Key words: Corporate Social Responsibility; Consumer; Consumer Behavior