Mechanism Study on Corporate Social Responsibilities between Agricultural Product and Brand Trust

It is an important driving factor for enterprises to undertake the corporate social responsibility for rebuilding consumers' brand trust. In this thesis, the mechanism model is proposed to construct that the corporate social responsibility of eco-agricultural products impacting consumers’ brand trust. There is a questionnaire for the consumers of eco-agricultural products. The multivariate regression analysis is adopted to make empirical research for hypothesis model. This study shows that consumers and environmental responsibility have a significant negative impact on perceived risk, while have a significant positive impact on brand trust. Meanwhile, the brand trust is negatively impacted by the perceived risk. Besides, the perceived risk plays a mediating role between corporate social responsibilities and brand trust. The above study shows that there is certain theoretical guiding significance for eco-agricultural product enterprises to implement corporate social responsibility strategy.

Corporate social responsibility; perceived risk; brand trust

Ling Jia. Mechanism Study on Corporate Social Responsibilities between Agricultural Product and Brand Trust. 2019 International Conference on Advanced Education, Service and Management (AESM 2019). 2019, Vol.3: 311-317. DOI: https://doi.org/10.35532/JSSS.V3.069.