RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY DIMENSIONS AND PURCHASE INTENTION OF FAST FOOD
Keywords:
Corporate social responsibility, Purchase Intention, Fast Food Industry, China, Environment Responsibility, Employee Responsibility, Fast Food Safety Responsibility, Customer ResponsibilityAbstract
As the most common category in the food industry, the fast food industry has a close and complex relationship with consumers. In recent years, the fast food industry has developed rapidly. Therefore, the social influence of the fast food industry has also
been significantly improved. As the fast food industry has an increasingly visible influence on society. The fast food industry has become an important player in the social economy The fast food industry will affect the development of th e entire community and society. However, many fast food industries ignore the interests of stakeholders under the trend of interest. It is characterized by pollution to the social environment, discrimination against consumers, and using cheap labor The purpose of this study is to investigate the factors which influence purchase in tention of fast food industry in China and there are limited studies on purchase intention towards fast food industry in China. Therefore, this research is established to fill the gaps by studying the purchase intention in China. A convenience sampling qu estionnaire will be use as instrument for data collection. A data of 400 respondents will be collected and analyzed by SPSS statistic tools. Both descriptive analysis and regression analysis will be carry out to examine the relationship between the indepen dent variables and dependent variable.
