Exploring the impact CSI of Food Corporates Based on the Pyramid Theory, attribution theory to Consumer Willingness to Punish

Proceedings of The 5th International Conference on Applied Research in Business, Management and Economics

Year: 2022

DOI:

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Exploring the impact CSI of Food Corporates Based on the Pyramid Theory, attribution theory to Consumer Willingness to Punish

Na Zhao, Linna Li, and Han Li

 

ABSTRACT: 

The absence of socially responsible businesses can be a serious blow to businesses since it undermines the moral foundation of business establishment and is becoming more and more crucial to business management. This research develops a model of the impact of four CSI aspects of food corporations on consumers’ willingness to punish based on Carroll’s pyramid theory, attribution theory, and expectation theory. Combining all four types of attributions of responsibility for CSI behavior has a significant positive impact on consumers’ willingness to punish, but the degree of the impact varies; among them, inadequate upholding of legal and ethical responsibilities results in consumers’ stronger willingness to punish the company. This was discovered by the empirical study’s analysis of 256 valid questionnaires. Additionally, customers tend to perceive CSI actions of large organizations more strongly than those of typical enterprises, with their perceptions of CSI being influenced by the size of the company. This implies that food businesses should firmly adhere to the ethical bottom line, strengthen their management, and advance their technology. Additionally, those significant food businesses should take the lead in the sector.

Keywords: attribution theory, expectation theory, CSI, food enterprises, pyramid theory.