CSR Perceptions on Consumers’ Repurchase Intention: Comparison of Japan, China, and the United States

Some companies employ CSR as part of their overall strategy to build their reputations and to encourag e product purchasing. We set out to ascertain the CSR factors influencing consumers’ repurchase intentio n and see if there are cultural differences and similarities. We devel oped a research model based upon the existing resea rch, theory and tested the model by collecting data using an online survey instrument. We surveyed 211 consumers in Ja pan, 269 consumers in China and 1,646 consumers in the Unite d States comparing the results among the three coun tries. We found significant differences in some of the CSR fa ctors, specifically where CSR awareness and advocac y loaded only with consumers in the United States and trust loade d only with consumers in China. A major finding of this study was that corporate reputation was found to be an import an CSR factor for all countries and maybe be consi dered critical to prediction repurchase intention.