【正文】 作者：瑪?shù)律從?，博多，韋雷格魯伯 國籍：奧地利 源自：施普林格科學(xué)出版社，商業(yè)倫理雜志 2021， ?！巴獠恳蛩亍钡臉?biāo)簽表明，這些因素是消費(fèi)者自己形成的，不能引發(fā)列入企業(yè)社會責(zé)任標(biāo)準(zhǔn)的決策過程。 當(dāng)所有的核心因素會和重要要素即價格被認(rèn)為是可以接受時，我們的訪談表明，受訪者認(rèn)為三個額外的因素應(yīng)納入公司的 企業(yè)社會責(zé)任倡議作為其購買決策的條件。 2021）。在受訪者中，價格是一個非常重要的決策準(zhǔn)則，消費(fèi)者的財務(wù)狀況是與采購的商品是高度相關(guān)的。 受訪者強(qiáng)調(diào)，消費(fèi)者的財務(wù)狀況在購買過程是非常重要的因素。前者描述關(guān)于消費(fèi)者對公司的企業(yè)社會責(zé)任倡議了解的程度（例如，沒有，小，或廣泛）。 最重要和復(fù)雜的一點(diǎn)是關(guān)于一個公司的企業(yè)社會責(zé)任的立場的信息。 ：影響評估企業(yè)社會責(zé)任作為一種購買標(biāo) 準(zhǔn)的因素 消費(fèi)者感知將潛在企業(yè)社會責(zé)任的考慮作為購買標(biāo)準(zhǔn)的兩個決定性的核心因素是：信息和個人關(guān)注。此外，公司的社會責(zé)任活動及其業(yè)務(wù)之間必須有一個良好的配合。作出更積極的社會活動的消費(fèi)者也被發(fā)現(xiàn)，他們會采取更負(fù)責(zé)任的購買決定，在他們的處事行為中會負(fù)起更多的責(zé)任（莫爾和韋伯2021）。然而，一個公司的企業(yè)社會責(zé)任行動對有吸引力的產(chǎn)品也有直接影響。此外，影響企業(yè)社會責(zé)任對消費(fèi)者購買意愿可以是直接的或間接的。 企業(yè)社會責(zé)任與消費(fèi)者購買意愿關(guān)系 研究 —— 基于在杭大學(xué)生的實證調(diào)查 16 企業(yè)社會責(zé)任活動的類型，消費(fèi)者對倡議的支持以及他們對信仰的權(quán)衡是源于消費(fèi)者在對企業(yè)社會責(zé)任活動的反應(yīng)時，一家公司的企業(yè)社會責(zé)任起到了至關(guān)重要的作用。隨后，解釋該方法論的方法并提出調(diào)查結(jié)果。 本文的組織如下。為此，我們通過深入訪談得出定性數(shù)據(jù)。更好地了解企業(yè)社會責(zé)任對購買決策的所發(fā)揮的作用， 需要了解其中表明意圖和實際行為之間的差異。因此，雖然這些研究提供一些有益的見解，實際上企業(yè)社會責(zé)任對消費(fèi)行為的影響可能無法充分反映?？赡艿慕忉?，這些調(diào)查研究中有兩個缺點(diǎn)。 然而，盡管消費(fèi)者關(guān)注企業(yè)社會責(zé)任，也表明其對消費(fèi)者購買意向的影響，在現(xiàn)實中，企業(yè)社會責(zé)任在消費(fèi)決策仍然只扮演一個次要角色（莫爾等人 2021）。2021）。 Springer Science+Business Media . 2021 浙江理工大學(xué)經(jīng)濟(jì)管理學(xué)院本科畢業(yè)論文 15 譯文 2 “為什么消費(fèi)者不關(guān)心企業(yè)社會責(zé)任？”：探索企業(yè)社會責(zé)任如何影響消費(fèi)者決策的定性研究 在過去的十年里，消費(fèi)者已經(jīng)變得對企業(yè)社會責(zé)任越來越感興趣（卡里根和阿塔拉 2021，麥格納 2021）。 Devinney et al. 2021). The discrepancy between reported intentions and actual behavior calls for a better understanding of the limited role CSR plays in purchase decisions. Our article seeks to shed light on this issue and attempts to provide a better understanding of the process by which consumers integrate their perceptions of CSR initiatives as a purchase criterion. To this end, we use qualitative data from indepth interviews. The findings show that the evaluation of CSR initiatives is a plex and hierarchically structured process during which consumers distinguish between core, central, and 浙江理工大學(xué)經(jīng)濟(jì)管理學(xué)院本科畢業(yè)論文 13 peripheral factors. This article is anized as follows. The next section discusses previous work on CSR and consumer behavior and identifies some of the mon limitations inherent in extant research. Subsequently, the methodological approach is explained, and the findings are presented. Finally, the implications of the findings are discussed, and avenues for further research are suggested. and Purchase Intention The type of CSR activity, consumers’ support of the initiative, and their beliefs about the tradeoffs a pany makes for the sake of its CSR play a crucial role in consumers’ reactions to CSR activities (Sen and Bhattacharya 2021). Furthermore, the influence of CSR on consumers’ purchase intention can be direct or indirect. The effect is indirect when a corporate context for purchase intention is created, that is when consumers know the pany and its CSR efforts. However, a pany’s CSR actions can also have a direct influence on the attractiveness of its products. Here, a pany’s CSR initiatives directly affect purchase intention, as the CSR initiative corresponds to the consumer’s CSR beliefs and his/her support for the initiatives (Sen and Bhattacharya 2021). Consumers who respond more positively to CSR activities have also been found to take more responsible purchase decisions and act more responsibly in their disposal behavior (Mohr and Webb 2021). Extant research also showed that CSR only has a positive effect on consumers’ purchase intention when consumers are interested in the CSR activity and support it. Moreover, there must be a good fit between the pany’s CSR activity and its business. Furthermore, irresponsible corporate behavior has been found to have a greater impact on consumers’ purchase intention than responsible behavior (Bhattacharya and Sen 2021). : Factors Influencing the Assessment of CSR as a Purchasing Criterion Factors Consumers’ perceive two core factors as decisive for a potential consideration of CSR as a purchase criterion: information and personal concern. They are both prerequisites for considering CSR in the purchasing process. The most important and plex one is information on a pany’s CSR position. Information consists of two dimensions: level of information and type of information. The former describes the extent of knowledge (., no, little, or extensive knowledge) consumers have about 企業(yè)社會責(zé)任與消費(fèi)者購買意愿關(guān)系 研究 —— 基于在杭大學(xué)生的實證調(diào)查 14 a pany’s CSR initiatives. The second dimension focuses on whether the CSR information consumers have is perceived as positive or negative. Factor The interviewees stress that the financial situation of a consumer constitutes a central factor in this process. The factor not only describes the consumers’ price perception and willingness to spend money on products from socially responsible panies, but also the actual moary resources of a person. With price being a very important criterion in decisionmaking among interviewees, the financial situation of the consumer is highly relevant when purchasing goods. These findings are in accordance with previous research on the importance price (Carrigan and Attalla 2021) and the dominance of financial rather than ethical values in purchase decisions (Bray et al. 2021). Thus, sufficient financial resources are a prerequisite for considering a pany’s CSR activities as a purchase criterion. Factors When all core factors are met and the central factor—price—is perceived acceptable, our interviews revealed that the respondents consider three additional factors before they incorporate a pany’s CSR initiatives into their purchasing decisions. These peripheral factors include the image of the pany, the credibility of CSR initiatives, and the influence of peer groups. The label ―peripheral factors‖ indicates that these factors, by themselves, are not able to trigger an