Do Chinese Consumers Care About Corporate Social Responsibility?

Shu-Chuan Chu, Jhih-Syuan Lin
2012 Asian Journal of Business Research  
As cosmetic marketers actively embrace corporate social responsibility (CSR) and promote "ethical" or "green" products in their advertising campaigns, exploring how consumers perceive the role of CSR in the cosmetics industry isbecoming increasingly imperative. This study explores how CSR is practiced and perceived in China, the largest female consumer market in the world. Consistent with Chinese cultural values of collectivism and harmony, the results suggest that the CSR of the cosmetics
more » ... ess is important in China. This study opens the door for further research by investigating an under-served region and industry. Theoretical and managerial implications for cosmetic advertising strategies are discussed.
doi:10.14707/ajbr.120005 fatcat:7e55xat6sjdhvpbbc2lglcummi