食品企业社会责任缺失行为与消费者惩罚意愿  

Research on Behavior of Food Corporates’Social Irresponsibility and Consumers’Willingness to Punish

作　　者：左伟[1] 谢丽思 ZUO Wei;XIE Li-si(College of Economics and Management,South China Agricultural University,Guangzhou 510642,China)

机构地区：[1]华南农业大学经济管理学院,广东广州510642

出　　处：《华南农业大学学报（社会科学版）》2022年第2期110-120,共11页Journal of South China Agricultural University(Social Science Edition)

基　　金：国家自然科学基金重点项目(71633002);国家社会科学基金重点项目(17AGL018);国家自然科学基金重点项目(71773031);广东省社会科学基金项目(GD20HGL01)。

摘　　要：针对食品安全问题,从消费者角度分析食品企业社会责任缺失行为中,“道德缺失”与“能力不足”两类型对消费者惩罚意愿的影响。结合归因理论和期望理论,通过实证调研分析342份有效问卷,发现CSI行为的两类责任归因对消费者的惩罚意愿均有显著正影响,但影响程度有差异;与企业的“能力不足”相比,消费者对企业的“道德缺失”行为惩罚意愿更强。在CSI行为的责任归因与消费者的惩罚意愿之间,消费者感知起中介作用;消费者CSI感知受到企业规模影响,消费者往往对大型企业的CSI行为感知比一般企业更强。说明,食品企业应该严守道德底线,并加强自身管理、提高技术,大型食品企业更应发挥在行业中的引领作用。Aiming to address food safety issues,this research analyzes the influence of“moral deficiency”and“inadequate ability”on consumers’willingness to punish food companies when they are in behaviors of Corporate Social Irresponsibility(CSI).Based on the attribution theory and expectation theory,this paper analyzes 342 valid questionnaires and finds that the two kinds of CSI attribution both have significant positive influences on consumers’punishment intention,yet they vary in terms of the degrees of influence.Compared to the“insufficient capacity”of companies,“moral deficiency”is more likely to incur punishments from consumers.Consumer perception plays a mediating role between CSI behavior attribution of responsibility and consumers’intention to punish.The CSI perception of consumer is also affected by the size of the companies:consumers tend to have a stronger CSI behavior perception of large companies than companies of ordinary size.Therefore,food companies should stick to the moral bottom line,strengthen their management,and improve technology,while large companies should play a leading role in the industry in food security.

关 键 词：食品安全 社会责任缺失 食品企业 消费者 

分 类 号：F270-05[经济管理—企业管理]