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Selling to the urban Chinese in East Asia : Do CSR and value orientation matter?

Author

Listed:
  • Bala Ramasamy

    (EM - EMLyon Business School)

  • Matthew C. H. Yeung
  • Junsong Chen

Abstract

Most multinationals have a presence in the East Asian region and target the urban Chinese population. In an effort to win over the loyalty of consumers, Corporate Social Responsibility (CSR) has been used increasingly as a marketing strategy. This paper explores how personal values influence the attitude and behavior towards CSR among Chinese consumers. By collecting data from three major East Asian cities — Hong Kong, Shanghai and Singapore, and employing factor, cluster, conjoint and correspondence analyses, the authors demonstrate that Confucian value orientation can be a powerful antecedent of CSR support.

Suggested Citation

  • Bala Ramasamy & Matthew C. H. Yeung & Junsong Chen, 2013. "Selling to the urban Chinese in East Asia : Do CSR and value orientation matter?," Post-Print hal-02312297, HAL.
    • Handle: RePEc:hal:journl:hal-02312297
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    References listed on IDEAS

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    Cited by:

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    2. Lim, Rachel Esther & Sung, Yoon Hi & Lee, Wei-Na, 2018. "Connecting with global consumers through corporate social responsibility initiatives: A cross-cultural investigation of congruence effects of attribution and communication styles," Journal of Business Research, Elsevier, vol. 88(C), pages 11-19.
    3. Krzysztof Dembek & Nagaraj Sivasubramaniam & Danielle A. Chmielewski, 2020. "A Systematic Review of the Bottom/Base of the Pyramid Literature: Cumulative Evidence and Future Directions," Journal of Business Ethics, Springer, vol. 165(3), pages 365-382, September.
    4. Yang, Zhilin & Su, Chenting, 2013. "Understanding Asian business strategy: Modeling institution-based legitimacy-embedded efficiency," Journal of Business Research, Elsevier, vol. 66(12), pages 2369-2374.
    5. Yang, Yang & Jiang, Yan, 2023. "Buyer-supplier CSR alignment and firm performance: A contingency theory perspective," Journal of Business Research, Elsevier, vol. 154(C).
    6. Luger, Michaela & Hofer, Katharina Maria & Floh, Arne, 2022. "Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets," International Business Review, Elsevier, vol. 31(2).
    7. Yang Sun & Eunju Ko, 2016. "Influence of sustainable marketing activities on customer equity," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(3), pages 270-283, June.
    8. Patricio Ramírez-Correa & F. Javier Rondán-Cataluña & Maria Tereza Moulaz & Jorge Arenas-Gaitán, 2020. "Purchase Intention of Specialty Coffee," Sustainability, MDPI, vol. 12(4), pages 1-13, February.
    9. Sun, Yang & Garrett, Tony C. & Kim, Kyung Hoon, 2016. "Do Confucian principles enhance sustainable marketing and customer equity?," Journal of Business Research, Elsevier, vol. 69(9), pages 3772-3779.
    10. Alqahtani, Faisal & Boulanouar, Zakaria, 2017. "Sharia compliance status & investor demand for IPOs: Evidence from Saudi Arabia," Pacific-Basin Finance Journal, Elsevier, vol. 46(PB), pages 258-268.
    11. Baobao Song & Xiaomeng Lan, 2022. "Meeting Consumers’ Expectations: Exploring Corporate Social Advocacy Communication in China," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    12. Eloy Gil-Cordero & Pablo Ledesma-Chaves & Sunghoon Yoo & Heesup Han, 2023. "Luxury tourism and purchase intention factors: a mixed approach applied to luxury goods," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-20, December.
    13. Juelin Yin & Anusorn Singhapakdi & Yunzhou Du, 2016. "Causes and moderators of corporate social responsibility in China: The influence of personal values and institutional logics," Asian Business & Management, Palgrave Macmillan, vol. 15(3), pages 226-254, July.
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