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The Research on the Dimension of Corporate Social Responsibility Based on the Theory of Stakeholders: From the Perspective of Consumer’s Perception

Author: XuXiaoJun
Tutor: MaXiangYang
School: Tianjin University
Course: Business management
Keywords: Corporate Social Responsibility Stakeholder Theory Consumer awareness Corporate Social Performance
CLC: F270
Type: Master's thesis
Year: 2007
Downloads: 755
Quote: 8
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Abstract


In recent years, corporate social responsibility issues have been more and more attention in the theory and practice of corporate social responsibility became an important dimension of the various stakeholders evaluate the enterprise, consumer products concern has shifted not only focus on whether the product is able to meet their key buying factors, are more concerned about how the product is produced, it comes to environmental protection, labor and community aspects of social responsibility. The relationship between good corporate social responsibility in the corporate social responsibility and corporate interests at the same time, more and more scholars began to study business perspective can enhance corporate reputation and brand equity, enhance consumer loyalty, how to fulfill their social responsibility strategic has become the focus of widespread concern. According to the theory and practice of research at home and abroad from the stakeholders' perspective to research the main content of corporate social responsibility, and from the cognitive perspective of consumers, the study of the composition of corporate social responsibility dimension. Starting from the concept of corporate social responsibility, a more comprehensive analysis and analysis of previous evaluation dimensions of corporate social responsibility literature, derivative theory - corporate social performance and stakeholder theory, conducting summarized on the basis of the decision to stakeholder theory-based research evaluation based on the perspective of consumer awareness of corporate social responsibility dimension, so as to better fulfill corporate social responsibility for the enterprise, for a combination of corporate social responsibility and corporate strategy to provide a theoretical supported. In this paper, the multi-dimensional multi-level system of corporate social responsibility dimension, and a dimension system transformed from the questionnaire for consumers. The survey in Tianjin University, Tianjin University, selected more than 200 students for the survey. Corporate social responsibility dimension first design a general framework, then the consumer an interview, and ultimately determine the responsibilities for environmental protection, the community support obligation \evaluation. This article uses data obtained by the SPSS statistical software questionnaires factor and principal component analysis, classified and test the reliability and validity of each variable, identify the impact of consumers' evaluation of the various dimensions of corporate social responsibility, so that three dimensions is subdivided into five dimensions, the more system specification to generalize the Chinese enterprises based on consumer awareness of corporate social responsibility dimension scale.

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