How Can Multinational Enterprises Effectively Implement Local Consumer-Oriented Corporate Social Responsibility (CSR) Strategies? A Multi-Perspective Study on the Differences in CSR Response Mechanisms between Chinese and Japanese Consumers

Abstract

Fully understanding the local populace’s awareness and reactions to corporate social responsibility (CSR) with a strong emphasis on sustainability is crucial for multinational enterprises (MNEs) to design and implement effective localized CSR strategies. This study centers on the home appliance industry and utilizes semi-structured interviews and questionnaire surveys as the research methods to construct and validate a model called “Attribution–Perception–Satisfaction–Loyalty (APSL)” that visualizes consumer responses to CSR information, particularly in the context of sustainability. We further explore the distinctions in the mechanism between Chinese and Japanese consumers, considering cultural, economic, and institutional aspects related to sustainability. The findings reveal that beyond the perceptions related to value-driven motivations, there are pronounced differences between Chinese and Japanese consumers in stakeholder-driven, self-interest-driven, and strategy-driven motivations, which can impact sustainability initiatives. Notably, Japanese consumers are more significantly affected by the impact of CSR on their satisfaction and loyalty. This study not only enriches and expands the theoretical framework of CSR and consumer responses to CSR but also offers insights and recommendations for MNEs in China and Japan to help overcome the self-reference criterion and implement local CSR marketing strategies with a strong emphasis on sustainability.