The Impact of CSR Perception on Willingness to Buy in the Food and Beverage Industry: Mediating Effects of Brand Identity

School of Economics and Management, Beijing Jiaotong University, Beijing, China

Abstract

This study takes Chinese consumers who often purchase food and beverage as the research object to explore the mechanism of the impact of perceived enterprise social responsibility on consumers' willingness to buy, analyzing the mediating role of brand identity in the relation between the two. 328 valid data were collected through questionnaire survey, and SPSS was used for regression analysis and mediation effect test. After data processing and testing, this study concludes that the perception of CSR has a direct positive impact on the willingness to purchase, and also indirectly enhances the purchase intention of consumers through brand identity. In addition, among the different dimensions of corporate social responsibility, willingness to buy is most influenced by moral responsibility, followed by the benevolent , financial and legal responsibility, which provides relevant theoretical and practical basis for enterprises to formulate CSR strategy and brand marketing strategy.