Impact of Perception of Corporate Social Responsibility and Innovation on Consumer Attitude: Mediation Role of Consumer Brand Identification in Southern Fujian, China

The image shaping and business behavior of enterprises influence their operations. It is helpful for enterprises to promote a virtuous cycle of economic progress and sustainable development based on corporate social responsibility in a healthy and sustainable economic environment. Based on the theories of corporate social responsibility and innovation perception combined with consumer identity, we constructed a model with research hypotheses in multiple dimensions such as economic responsibility, charitable responsibility, consumer responsibility, environmental responsibility, technology innovation, market innovation, consumer brand identity, purchase intention, and word-of-mouth recommendation. Provincial capitals of sub-provincial cities, prefecture- and county-level cities in southern Fujian were explored using the constructed model. The results from the model showed that perception of corporate social responsibility positively impacted the purchase intention and word-of-mouth recommendation of consumers while corporate innovation perception positively affected the purchase intention and word-of-mouth recommendation of consumers. Corporate innovation perception and perception of corporate social responsibility also influenced consumer brand identity positively. Consumer brand identity played a mediating role in the purchase intention and word-of-mouth recommendation as well as in perception of corporate social responsibility and consumer innovation perception.