Can Corporate Environmental Social Responsibility Increase Consumers’ Willingness to Buy?—Take the Fresh Drink Factory as an Example

Abstract

With the improvement of living standards, the social public’s consumption concept has changed. Consumers are focusing on the price and quality of products, and they are gradually concentrate on corporate social responsibility behavior. According to the data collected from the questionnaire, the structural equation modeling machine was used for examination, the influence and transmission mechanism between corporate environmental social responsibilities and consumers’ purchase intention were analyzed. The study realized that the corresponding environmental social responsibility of fresh drink factory has a significant positive impact on the increase of consumers’ willingness to buy, and the effect of this impact is mainly realized by the increase of consumers’ sense of identity with the factory. Factories actively assume environmental social responsibilities and increase consumers’ willingness to buy, not only can obtain their own economic benefits, but also contribute to the green and sustainable development of society. In this case, it is important to enhance the company’s awareness of environmental social responsibility and the transformation of the company to an environmentally friendly and low-carbon operating mode. The research suggests that government should improve relevant laws and regulations, and at the same time adopt diversified forms of supervision to guide fresh drink factory to actively assume corresponding environmental social responsibilities. While enhancing the awareness of environmental protection, fresh drink factory should pay attention to the disclosure and publicity of corporate social responsibility performance activities, and through a good social image, increase consumer recognition and increase consumer willingness to buy.