A STUDY ON THE IMPACT OF DAIRY COMPANIES' SOCIAL RESPONSIBILITY ON CONSUMERS' PURCHASING INTENTION

In the context of China's booming economy, the issue of corporate social responsibility frequently arises, impacting the sustainable development of human society. Dairy companies, an industry crucial to national health and nutrition, have garnered significant attention for fulfilling their social responsibilities. This study focuses on the field of dairy products. From the perspective of consumers, by reviewing and sorting out existing literature, the core variables involved are conceptually defined, providing a solid foundation for subsequent research. Based on the core variables, we constructed a theoretical model and proposed relevant hypotheses. To verify the hypothesis, this study uses a questionnaire survey method to collect the data required for empirical research. Finally, the empirical research results conclude that dairy companies' economic responsibility, safeguarding consumer rights, protecting the environment, and undertaking charitable activities all influence consumers' purchase intentions. The impact of dairy corporate social responsibility on consumer purchase intentions is significantly positive, with consumer corporate identity playing a partial mediating role and dependent self-construal positively moderating this impact. Following a thorough analysis, this study offers recommendations on how dairy companies can effectively fulfill their social responsibilities, thereby enhancing their strategic business operations.