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Chinese Consumers' Expectations of Corporate Communication on CSR and Sustainability

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  • Sora Kim
  • Yingru Ji

Abstract

Through two representative surveys – one in Beijing the other in Hong Kong – this research empirically examines the culturally relevant dimensions of corporate social responsibility (CSR) communication in the context of China and investigates what Chinese consumers expect for CSR communication such as communication content, media channels, and sources. One dimension of CSR communication in China that this study identifies as unique is government involvement. Other dimensions include general CSR information, factual tone, transparency, and personal relevance. In this study, Chinese consumers are found to prefer non‐corporate sources and uncontrolled media channels. The study also identifies differences between Beijing and Hong Kong consumers regarding their expectations of CSR communication. The study offers a basis for developing a culturally relevant theoretical framework of CSR communication, as it identifies the significant dimensions of such communication from a stakeholder‐centric perspective in the context of China. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

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  • Sora Kim & Yingru Ji, 2017. "Chinese Consumers' Expectations of Corporate Communication on CSR and Sustainability," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(6), pages 570-588, November.
    • Handle: RePEc:wly:corsem:v:24:y:2017:i:6:p:570-588
    DOI: 10.1002/csr.1429
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    2. Baobao Song & Xiaomeng Lan, 2022. "Meeting Consumers’ Expectations: Exploring Corporate Social Advocacy Communication in China," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    3. Hyejoon Rim & Jisu Kim & Chuqing Dong, 2019. "A cross‐national comparison of transparency signaling in corporate social responsibility reporting: The United States, South Korea, and China cases," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(6), pages 1517-1529, November.
    4. Santhiya Ramasamy & Karpal S. Dara Singh & Azlan Amran & Mehran Nejati, 2020. "Linking human values to consumer CSR perception: The moderating role of consumer skepticism," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1958-1971, July.
    5. Marco Lerro & Riccardo Vecchio & Francesco Caracciolo & Stefano Pascucci & Luigi Cembalo, 2018. "Consumers' heterogeneous preferences for corporate social responsibility in the food industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1050-1061, November.
    6. Ana Nave & João Ferreira, 2019. "Corporate social responsibility strategies: Past research and future challenges," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 885-901, July.
    7. Jean Tsitaire Arrive & Mei Feng, 2018. "Corporate social responsibility disclosure: Evidence from BRICS nations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 920-927, September.
    8. Yunhong Hao & Qamar Farooq & Yuan Sun, 2018. "Development of theoretical framework and measures for the role of social media in realizing corporate social responsibility through native and non‐native communication modes: Moderating effects of cro," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 704-711, July.
    9. Agostino Vollero & Alfonso Siano & Maria Palazzo & Sara Amabile, 2020. "Hoftsede's cultural dimensions and corporate social responsibility in online communication: Are they independent constructs?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 53-64, January.
    10. Chen, Chen & Frank, Vanclay, 2020. "University social responsibility in the context of economic displacement from the proposed upgrading of a higher education institution: The case of the University of Groningen Yantai campus," International Journal of Educational Development, Elsevier, vol. 78(C).
    11. Haiyang Lu & Keya Zeng & Zhonggen Mao, 2023. "Perceptions of corporate social responsibilities and stakeholder engagement in the context of a disaster: A moderated mediation analysis from the perspective of consumer responses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(6), pages 2873-2884, November.

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