摘要
随着市场经济的快速发展,消费者对于企业是否履行社会责任这一问题日益关注,而国内食品企业在践行社会责任方面仍有很大的改进空间。本文通过实证研究,分析了食品企业消费者购买意愿与品牌价值的关系。研究发现:企业积极履行利益相关者责任以及消费者责任能够对品牌价值产生正向影响,其中消费者责任行为所产生的影响最为显著。进一步研究表明,消费者购买意愿在企业履行社会责任与品牌价值的关系中起到了中介作用。食品企业只有积极履行对消费者的社会责任,才能建立起消费者认可的强势品牌。政府也应进一步完善食品企业社会责任评价体系,加大对食品行业的监督治理力度,方可有效促进企业履行社会责任,进而推动整个行业持续的健康发展。
With the rapid development of the market economy,consumers are paying more and more attention to whether companies fulfill their social responsibilities,and domestic food companies still have much room for improvement in fulfilling their social responsibilities.Through empirical research,this paper analyzes the relationship between consumer purchase intention and brand value of food enterprises.The study found that enterprises actively fulfilling stakeholder responsibilities and consumer responsibilities can have a positive impact on brand value,and the impact of consumer responsibility behavior is most significant.Further research shows that consumers’willingness to purchase plays a mediating role in the relationship between corporate social responsibility and brand value.Food companies can only establish a strong brand recognized by consumers if they actively fulfill their social responsibilities to consumers.The government should further improve the social responsibility evaluation system for food enterprises and increase supervision and management of the food industry in order to effectively promote corporate social responsibility and promote the sustainable and healthy development of the entire industry.
出处
《价格理论与实践》
北大核心
2019年第7期116-119,共4页
Price:Theory & Practice
基金
国家社科基金项目“基于CAS范式的装备制造产业集群创新网络形成与演化机理研究”（15BGL207）
河南省哲学社会科学规划项目“河南省众创空间的运行机制与发展路径研究”（2016BJJ065）
关键词
社会责任
购买意愿
品牌价值
品牌联想
Social responsibility
Willingness to purchase
Brand value
Brand association
