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Effects of Enterprise's Social Responsibility and Prices on Consumers' Purchase Intention in China |
CHANG Ya-Ping, YAN Jun, FANG Qi |
1. Huazhong University of Science and Technology,Wuhan,China;2.Wuhan University of Science and Engineering,Wuhan,China |
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Abstract Corporate social responsibility (CSR) has been a serious issue to developing the economy and the society in our country harmoniously. Therefore, how to interact consumers' purchase intention with CSR is a significant topic. Using scenario technique, the consumers' responses (as purchase intentions) to various types of CSR and the mediate effect of the prices of relative products were studied. The data show that the price is an important mediator in consumers' responses to CSR practices. The scales of the price premium acceptable by different segments of consumers on basic or advanced CSR practices are varied.
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Received: 01 June 2007
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