| Budget Amount *help |
¥14,690,000 (Direct Cost: ¥11,300,000、Indirect Cost: ¥3,390,000)
Fiscal Year 2017: ¥3,250,000 (Direct Cost: ¥2,500,000、Indirect Cost: ¥750,000)
Fiscal Year 2016: ¥7,020,000 (Direct Cost: ¥5,400,000、Indirect Cost: ¥1,620,000)
Fiscal Year 2015: ¥4,420,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥1,020,000)
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| Outline of Final Research Achievements |
This research explored the marketing effects of corporate social responsibility (CSR) by illuminating both how perceived CSR influences consumer attitudes and consumer behavior and how this psychological mechanism differs by context (values, industry, government policy). Through analyses of international consumer data, this research found that social CSR has a slightly stronger influence than environmental CSR on consumer behavior, whereas environmental CSR has a much stronger influence on CSR-related consumer communication. The effects of CSR are stronger for socially oriented consumers, after major CSR abuses reported by the media, and in countries with weaker government incentives for CSR. CSR information influences brand image positively if disseminated by non-firm sources (friends, media), but negatively if disseminated by firms directly. CSR mainly influences brand image mainly through a brand's association with friendliness, convenience, and status.
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