RELATION BETWEEN BACKGROUND VARIABLES, VALUES AND CORPORATE SOCIAL RESPONSIBILITY

ABSTRACT Consumer perception of corporate social responsibility (CSR) can be directly influenced by individual value structures. This research aims to provide new knowledge regarding the relationship between basic human values and the public's perception of CSR. It focuses on the values of higher education students and their views regarding a particular corporate social initiative. The study reveals that social, educational, and economic circumstances influence human values. Those values in turn influence why different students perceive CSR differently. These findings are relevant to companies as they provide a more detailed understanding of why certain consumer groups perceive certain CSR initiatives the way that they do. They also suggest that universities should increase their awareness of the importance of integrating human values and CSR in the curricula of future business managers and social leaders.

摘要：消费者对企业社会责任（Corporate Social Responsibility，CSR）的感知，可直接受个体价值结构的影响。本研究旨在厘清基本人类价值观与公众对企业社会责任感知间的关联，为该领域提供全新研究视角。研究聚焦于高等教育阶段学生的价值观及其对某一特定企业社会责任举措的认知态度。结果显示，社会、教育与经济环境会塑造人类价值观，而这些价值观又会导致不同学生对企业社会责任的感知呈现差异。上述发现对企业具备实践参考意义：它们可帮助企业更精准地理解，为何特定消费者群体对特定企业社会责任举措会形成当前的认知模式。此外，研究结果还提示，高等院校应增强对在未来企业管理者与社会领袖的课程体系中融入人类价值观与企业社会责任内容的重视程度。