食品企业社会责任行为表现评价及消费者响应
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摘要
近年来,随着经济的发展,企业社会责任问题引起了世界各国的广泛关注。但相形之下,由于我国对企业社会责任的认识和实践起步较晚,企业履行社会责任的现状不容乐观。而作为特殊行业的食品行业,近些年来在食品安全方面问题不断,引发了社会公众对食品企业社会责任的问责。
国外一些研究认为,作为企业重要利益相关者的消费者可以运用手中的“货币选票”决定企业在市场上的生死存亡,进而使得企业具有内在动力去承担相应的社会责任。当前,我国消费者对食品企业的社会责任如何认知、能否对食品企业社会责任行为作出响应,消费者的个人特征是否会对企业社会责任认知和响应产生影响等,这些问题的明确和分析构成本文的研究重点。
本文的主要目标是研究食品企业社会责任的内容,建立食品企业社会责任行为表现评价体系,运用该体系对我国食品企业社会责任的实际履行状况进行评价,并了解我国食品企业对消费者履行社会责任的情况。在此基础上,通过分析消费者对食品企业社会责任认知和响应状况及其影响因素,为促进我国食品企业履行社会责任提供理论支持和政策建议。本文主要的研究内容及结论如下：
(1)根据利益相关者理论和国际标准ISO26000社会责任指南,本文明确了食品企业社会责任的内容。结合我国国情和食品企业特点,本文从股东、债权人、消费者、员工、供应商、政府及社区等利益相关者角度建立了食品企业社会责任行为表现评价指标体系,明确了各项评价指标,运用层次分析法确定了指标权重,应用内容分析法确定各项指标取值,最终对食品企业社会责任行为表现进行综合评价。在此基础上,本文利用该体系对我国沪深上市食品企业进行了实际评价,结果表明,我国上市食品企业履行社会责任的总体表现不理想,上市食品企业履行社会责任的差异较大,食品企业对消费者履行社会责任的实际状况最差。
(2)利用调查问卷数据,本文实证分析了我国消费者对食品企业社会责任的认知状况及影响因素,得出如下主要结论：绝大多数消费者对食品企业社会责任问题较为关注。大部分消费者认同食品企业应考虑各利益群体的利益,消费者对自身利益的责任意识高于对政府、债权人、员工、供应商、股东、社区等其他利益相关者的责任意识。在各项社会责任具体内容当中,消费者最为看重的是食品质量与安全责任,而对社会捐赠责任认同度最低。同时,研究结果显示,我国消费者对食品企业社会责任的认知水平有待进一步提高,消费者对社会责任问题的关注程度以及人口学特征与其对食品企业社会责任的认知水平有着显著相关性。消费者对食品企业社会责任的关注程度以及消费者的年龄、受教育程度、收入状况与其认知水平显著正相关,对食品企业社会责任的关注程度越高、年龄越大、教育水平越高、收入越高的消费者对食品企业社会责任的认知水平也越高。职业、所在地的经济发展程度也与消费者认知水平呈显著相关关系,在企业单位工作的消费群体对食品企业社会责任认知水平最高,生活在经济较发达地区的消费者对食品企业社会责任的认知水平也较高。
(3)本文通过情境模拟实验法和问卷调查,考察了消费者对食品企业社会责任表现的评价,分析了食品企业社会责任表现与消费者响应之间的关系,得到以下研究结论：第一,消费者对于能够保障食品安全的企业的社会责任评价要显著高于对食品安全出现问题的企业的社会责任评价,消费者对于从事慈善捐赠的企业的社会责任评价要显著高于对不从事慈善捐赠的企业的社会责任评价。但消费者对不同的社会责任行为表现给予的评价存在差异,在食品安全及慈善捐赠两者之间,消费者更注重食品安全。同时,企业保障食品安全和从事慈善捐赠有显著的交互效应,慈善捐赠的效应会根据食品安全情况的不同而不同。当企业能够保障食品安全时,从事慈善捐赠会得到较高的消费者评价；而当企业食品安全出现问题时,尽管企业积极从事慈善捐赠,但消费者评价仍大幅度下降。第二,食品企业积极承担社会责任对消费者的购买意愿有正向影响。当企业采取了积极的社会责任行为时,确实会提高消费者的购买意愿；而当消费者了解企业社会责任的消极表现时,其购买意愿会显著降低。也就是说,消费者愿意运用消费手段去支持或者反对那些积极或消极承担企业社会责任的企业。第三,不同类型的消费者对食品企业社会责任响应程度有明显的差异。消费者的认知水平、受教育程度、个人月收入、地区差异等不同人口学特征均对消费者的购买意愿起调节作用。消费者的食品企业社会责任认知水平越高、受教育程度越高、收入越高、生活所在地的经济越发达,其对食品企业社会责任表现的响应程度越高。
本文对食品企业社会责任行为表现的评价以及对消费者认知和响应的研究,对食品企业经营者及政策制定者具有一定的实践意义。一方面,食品企业经营者应强化社会责任意识,关注不同消费者对社会责任的认知水平和响应状况,合理开展社会责任实践活动。另一方面,政府应对食品企业的社会责任行为加以引导、管理和监督,并着力提高消费者对社会责任的认知水平。
With the development of economy, there is widespread concern related to corporate social responsibility around the world in recent years. However, it is not optimistic for companies to perform social responsibility due to the lack of awareness to corporate social responsibility (CSR) and the late startup of CSR activities. Furthermore, increasing food safety problems in food companies have drawn wide attention of public towards the bottom line of corporate social responsibility.
Relevant literatures believe that consumers can decide the survival of the enterprise on the market by using dollar votes, which can urge the enterprise to perform its social responsibility. This thesis focuses on what Chinese consumers think of corporate social responsibility, whether they can respond to CSR and whether consumers'individual characteristics influence the cognition and purchase decision.
The main objectives of this thesis are to study the content of CSR of food companies, build evaluation index system to assess the performance of CSR of food companies, and to test food companies' social responsibility based on this evaluation index system, which can learn the situation of food companies'social responsibility towards the consumers in china. In addition, the thesis is to analyze the awareness and response of consumers towards CSR of food companies and its influencing factors. The main content and conclusions are as follows:
First, based on the theories of stakeholders and ISO26000, this thesis identified the content of CSR of food companies and then on the basis of the characters of food industry, the thesis established the evaluation index system for CSR from the perspective of stakeholders including shareholders, creditors, consumers, employees, suppliers, government and community. Using Analytic Hierarchy Process (AHP), the thesis established and weighed the various indicators. The thesis also assigned scores to indicators by using content analysis. Furthermore, applying this evaluation index system, the thesis evaluated the CSR behaviors of Chian's food companies based on the statistics listed on Shanghai Stock Exchange and Shenzhen Stock Exchange. The results indicated that the overall situation of food companies fulfilling social responsibility was unsatisfactory, and that apparent differences of fulfilling CSR existed among the food companies. The thesis also found that food companies performed their social responsibilities worst for the consumers.
Second, by means of questionnaire data conducted in Jiangsu Province, this thesis empirically analyzed consumers' cognition to CSR (CSR) and the main influence factors in food industries. The result showed that an overwhelming majority of consumers were concerned about CSR issues in food industries. Most consumers agreed that food companies should take the interests of various groups into account. As for different aspects of CSR in food industries, consumers paid more attention to their own interests than those of the government, creditors, employees, suppliers, shareholders and other stakeholders. And consumers were more concerned about food quality and safety than the other issues, donation least concerned. Moreover, the awareness level of CSR among consumers in China was still low and need be raised. The demographic characteristics of consumers had a significant correlation with consumer perceptions of CSR in food industries. The degree of concern to CSR, consumer's age, education, occupation, personal income as well as job location were significantly and positively related to the level of the consumer's awareness. The older the consumer was, the higher the education level was, and the higher the consumer's income was, the greater the cognitive level of CSR was. The level of consumers' awareness was also significantly related to their occupation and regional economic development. The consumer groups working at companies and living in developed areas had high recognition of CSR.
Thirdly, on the basis of data obtained from the simulation experiment and survey, this thesis examined consumers' evaluation on food companies'CSR activities, and their responses toward CSR as well as its influencing factors. The results showed that it was higher for consumers' evaluation towards the food company which has the higher lever of food safety or philanthropic activity, but there were significant differences in consumer's evaluation among different CSR activities such as food safety and philanthropic activity. Meanwhile, the results revealed a significant interaction between food safety and charity activities, the effect of charity activities varying upon food safety status. Charity donations would get higher consumer evaluation in case the company guaranteed food security. But once there were some problems in food safety, consumer evaluation would sharply decline in spite of the company's charity behaviors. In addition, CSR activities had a positive impact on consumer's purchase intention. For those food companies which really performed positive social responsibilities, consumers' purchase intention would rise, and vice versa, which meant that consumers tended to support positive food companies'CSR activities or oppose negative food companies'CSR activities. On the other hand, different consumers responded to CSR significantly differently. More specifically, consumers' characteristics such as education, income, and regional economy development had certain effect on the extent of consumers' response. The consumers who responded more actively were those who paid more attention to food companies' CSR and those who had higher education level and income, as well as those who lived in developed areas.
This thesis analyzed consumers' awareness and response towards food companies' CSR, which had certain practical significances for administrators of food companies and policy makers. On one hand, the managers of food companies should strengthen their CSR consciousness, cared about different levels of consumer awareness and responses to social responsibilities, and performed their CSR activities. On the other hand, policy makers should take measures to guide, regulate and supervise food companies'CSR activities. Meanwhile, the government should increase the cognitive level of consumers towards food companies' CSR.
国外一些研究认为,作为企业重要利益相关者的消费者可以运用手中的“货币选票”决定企业在市场上的生死存亡,进而使得企业具有内在动力去承担相应的社会责任。当前,我国消费者对食品企业的社会责任如何认知、能否对食品企业社会责任行为作出响应,消费者的个人特征是否会对企业社会责任认知和响应产生影响等,这些问题的明确和分析构成本文的研究重点。
本文的主要目标是研究食品企业社会责任的内容,建立食品企业社会责任行为表现评价体系,运用该体系对我国食品企业社会责任的实际履行状况进行评价,并了解我国食品企业对消费者履行社会责任的情况。在此基础上,通过分析消费者对食品企业社会责任认知和响应状况及其影响因素,为促进我国食品企业履行社会责任提供理论支持和政策建议。本文主要的研究内容及结论如下：
(1)根据利益相关者理论和国际标准ISO26000社会责任指南,本文明确了食品企业社会责任的内容。结合我国国情和食品企业特点,本文从股东、债权人、消费者、员工、供应商、政府及社区等利益相关者角度建立了食品企业社会责任行为表现评价指标体系,明确了各项评价指标,运用层次分析法确定了指标权重,应用内容分析法确定各项指标取值,最终对食品企业社会责任行为表现进行综合评价。在此基础上,本文利用该体系对我国沪深上市食品企业进行了实际评价,结果表明,我国上市食品企业履行社会责任的总体表现不理想,上市食品企业履行社会责任的差异较大,食品企业对消费者履行社会责任的实际状况最差。
(2)利用调查问卷数据,本文实证分析了我国消费者对食品企业社会责任的认知状况及影响因素,得出如下主要结论：绝大多数消费者对食品企业社会责任问题较为关注。大部分消费者认同食品企业应考虑各利益群体的利益,消费者对自身利益的责任意识高于对政府、债权人、员工、供应商、股东、社区等其他利益相关者的责任意识。在各项社会责任具体内容当中,消费者最为看重的是食品质量与安全责任,而对社会捐赠责任认同度最低。同时,研究结果显示,我国消费者对食品企业社会责任的认知水平有待进一步提高,消费者对社会责任问题的关注程度以及人口学特征与其对食品企业社会责任的认知水平有着显著相关性。消费者对食品企业社会责任的关注程度以及消费者的年龄、受教育程度、收入状况与其认知水平显著正相关,对食品企业社会责任的关注程度越高、年龄越大、教育水平越高、收入越高的消费者对食品企业社会责任的认知水平也越高。职业、所在地的经济发展程度也与消费者认知水平呈显著相关关系,在企业单位工作的消费群体对食品企业社会责任认知水平最高,生活在经济较发达地区的消费者对食品企业社会责任的认知水平也较高。
(3)本文通过情境模拟实验法和问卷调查,考察了消费者对食品企业社会责任表现的评价,分析了食品企业社会责任表现与消费者响应之间的关系,得到以下研究结论：第一,消费者对于能够保障食品安全的企业的社会责任评价要显著高于对食品安全出现问题的企业的社会责任评价,消费者对于从事慈善捐赠的企业的社会责任评价要显著高于对不从事慈善捐赠的企业的社会责任评价。但消费者对不同的社会责任行为表现给予的评价存在差异,在食品安全及慈善捐赠两者之间,消费者更注重食品安全。同时,企业保障食品安全和从事慈善捐赠有显著的交互效应,慈善捐赠的效应会根据食品安全情况的不同而不同。当企业能够保障食品安全时,从事慈善捐赠会得到较高的消费者评价；而当企业食品安全出现问题时,尽管企业积极从事慈善捐赠,但消费者评价仍大幅度下降。第二,食品企业积极承担社会责任对消费者的购买意愿有正向影响。当企业采取了积极的社会责任行为时,确实会提高消费者的购买意愿；而当消费者了解企业社会责任的消极表现时,其购买意愿会显著降低。也就是说,消费者愿意运用消费手段去支持或者反对那些积极或消极承担企业社会责任的企业。第三,不同类型的消费者对食品企业社会责任响应程度有明显的差异。消费者的认知水平、受教育程度、个人月收入、地区差异等不同人口学特征均对消费者的购买意愿起调节作用。消费者的食品企业社会责任认知水平越高、受教育程度越高、收入越高、生活所在地的经济越发达,其对食品企业社会责任表现的响应程度越高。
本文对食品企业社会责任行为表现的评价以及对消费者认知和响应的研究,对食品企业经营者及政策制定者具有一定的实践意义。一方面,食品企业经营者应强化社会责任意识,关注不同消费者对社会责任的认知水平和响应状况,合理开展社会责任实践活动。另一方面,政府应对食品企业的社会责任行为加以引导、管理和监督,并着力提高消费者对社会责任的认知水平。
With the development of economy, there is widespread concern related to corporate social responsibility around the world in recent years. However, it is not optimistic for companies to perform social responsibility due to the lack of awareness to corporate social responsibility (CSR) and the late startup of CSR activities. Furthermore, increasing food safety problems in food companies have drawn wide attention of public towards the bottom line of corporate social responsibility.
Relevant literatures believe that consumers can decide the survival of the enterprise on the market by using dollar votes, which can urge the enterprise to perform its social responsibility. This thesis focuses on what Chinese consumers think of corporate social responsibility, whether they can respond to CSR and whether consumers'individual characteristics influence the cognition and purchase decision.
The main objectives of this thesis are to study the content of CSR of food companies, build evaluation index system to assess the performance of CSR of food companies, and to test food companies' social responsibility based on this evaluation index system, which can learn the situation of food companies'social responsibility towards the consumers in china. In addition, the thesis is to analyze the awareness and response of consumers towards CSR of food companies and its influencing factors. The main content and conclusions are as follows:
First, based on the theories of stakeholders and ISO26000, this thesis identified the content of CSR of food companies and then on the basis of the characters of food industry, the thesis established the evaluation index system for CSR from the perspective of stakeholders including shareholders, creditors, consumers, employees, suppliers, government and community. Using Analytic Hierarchy Process (AHP), the thesis established and weighed the various indicators. The thesis also assigned scores to indicators by using content analysis. Furthermore, applying this evaluation index system, the thesis evaluated the CSR behaviors of Chian's food companies based on the statistics listed on Shanghai Stock Exchange and Shenzhen Stock Exchange. The results indicated that the overall situation of food companies fulfilling social responsibility was unsatisfactory, and that apparent differences of fulfilling CSR existed among the food companies. The thesis also found that food companies performed their social responsibilities worst for the consumers.
Second, by means of questionnaire data conducted in Jiangsu Province, this thesis empirically analyzed consumers' cognition to CSR (CSR) and the main influence factors in food industries. The result showed that an overwhelming majority of consumers were concerned about CSR issues in food industries. Most consumers agreed that food companies should take the interests of various groups into account. As for different aspects of CSR in food industries, consumers paid more attention to their own interests than those of the government, creditors, employees, suppliers, shareholders and other stakeholders. And consumers were more concerned about food quality and safety than the other issues, donation least concerned. Moreover, the awareness level of CSR among consumers in China was still low and need be raised. The demographic characteristics of consumers had a significant correlation with consumer perceptions of CSR in food industries. The degree of concern to CSR, consumer's age, education, occupation, personal income as well as job location were significantly and positively related to the level of the consumer's awareness. The older the consumer was, the higher the education level was, and the higher the consumer's income was, the greater the cognitive level of CSR was. The level of consumers' awareness was also significantly related to their occupation and regional economic development. The consumer groups working at companies and living in developed areas had high recognition of CSR.
Thirdly, on the basis of data obtained from the simulation experiment and survey, this thesis examined consumers' evaluation on food companies'CSR activities, and their responses toward CSR as well as its influencing factors. The results showed that it was higher for consumers' evaluation towards the food company which has the higher lever of food safety or philanthropic activity, but there were significant differences in consumer's evaluation among different CSR activities such as food safety and philanthropic activity. Meanwhile, the results revealed a significant interaction between food safety and charity activities, the effect of charity activities varying upon food safety status. Charity donations would get higher consumer evaluation in case the company guaranteed food security. But once there were some problems in food safety, consumer evaluation would sharply decline in spite of the company's charity behaviors. In addition, CSR activities had a positive impact on consumer's purchase intention. For those food companies which really performed positive social responsibilities, consumers' purchase intention would rise, and vice versa, which meant that consumers tended to support positive food companies'CSR activities or oppose negative food companies'CSR activities. On the other hand, different consumers responded to CSR significantly differently. More specifically, consumers' characteristics such as education, income, and regional economy development had certain effect on the extent of consumers' response. The consumers who responded more actively were those who paid more attention to food companies' CSR and those who had higher education level and income, as well as those who lived in developed areas.
This thesis analyzed consumers' awareness and response towards food companies' CSR, which had certain practical significances for administrators of food companies and policy makers. On one hand, the managers of food companies should strengthen their CSR consciousness, cared about different levels of consumer awareness and responses to social responsibilities, and performed their CSR activities. On the other hand, policy makers should take measures to guide, regulate and supervise food companies'CSR activities. Meanwhile, the government should increase the cognitive level of consumers towards food companies' CSR.
引文
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