The Relationship between Consumers’ CSR Participation and their Intention to Purchase: A Case Study on Inner Mongolia Yili Industrial Group Co., Ltd.

Abstract

This survey research aims to investigate the relationship between consumers’ CSR participation and their purchasing intention towards the products and service of Inner Mongolia Yili Industrial Group Co., Ltd. The sample was selected using non-probability purposive sampling and convenience sampling to participate in the survey research, two hundred samples are analyzed by descriptive statistics and hypothesis testing by Chi-square analysis, MANOVA analysis and Spearman Correlation with Alpha .05. The findings revealed the following results: (1) The samples’ demographic characteristics in respect to age are significantly correlated with their CSRI participation, including corporate social marketing, corporate philanthropy and socially responsible business practices. Samples’ demographic characteristics in respect to gender are significantly correlated with their CSRI participation, including corporate social marketing and corporate philanthropy, but yield no significant relationship with social responsible business practices. Samples’ demographic characteristics in respect to the educational level are no significant relationship with their CSRI participation, including corporate social marketing and corporate philanthropy. But it’s significant correlated with their participation in socially responsible business practices. Samples’ demographic characteristics in respect to personal income per month are significantly correlated with their CSRI participation, including corporate social marketing, corporate philanthropy and socially responsible business practices. (2) The samples’ CSRI participations (corporate social marketing, corporate philanthropy, and socially responsible business practices) significantly influenced their self-perceived identification with the Company. (3) There is significant positive relationship between consumers participated in Yili CSRI, including corporate social marketing, corporate philanthropy and socially responsible business practices, and their intention to purchase the products or services of Yili. (4) There is significantly positive relationship between the consumers’ self-perceived identification and their intention to purchase products or services of Yili Company.