ABSTRACT
Corporate social responsibility is originally proposed by Bowen (1953). According to the definition of Bowen, Corporate Social Responsibility (CSR) refers to attention to the interests of the whole society that businessmen pay in the process of formulating policies, making decisions and operating activities. After summarizing the existing research of CSR, Murphy & Schlegelmilch (2013) regarded CSR as “concern about social
1 INTRODUCTION
In recent years, two important tendencies have exerted an influence over operations and management in most of large companies. For one thing, an increasing number of enterprises starts to operate globally or has to face competition from enterprises in other parts of the world, because of the development of economic globalization. For another thing, by means of supporting charity, preserving ecological environment and so on, more and more enterprises actively undertake social responsibilities for the sake of increasing enterprises’ brand value, sales and market performance. However, few researches have taken these two important tendencies into account synthetically. From the perspective of cross-cultural psychology, this research studies the effect of corporate social responsibility on consumer behaviors in different cultures and countries.
