Corporate social responsibility is increasingly important nowadays, typically in developing countries. Therefore, the purpose of the study is to investigate how does CSR impact the purchasing behavior of Chinese customers in second-tier cities? The research conducted a mixed-method approach and pragmatism philosophy based on the interviews with seven interviewees and the questionnaires with 189 respondents, in which all the respondents are from the second-tier cities.
Moreover, the research applies the harmony approach as an explanation to us that CSR with Chinese characteristics, and also implements the EKB model as an assistant tool to examines the relationship between CSR and the purchasing behavior. The result shows that the consumers from the second-tier cities in China understand what CSR concept is. And the majority of them are aware of the importance of it for business development. However, when during the decision process of purchasing behavior, CSR is not a considerable variable for them.
|Uddannelser||Virksomhedsledelse, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||24 dec. 2019|