How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence

Abstract

Given the increasingly strained relationship between humans and the environment, green marketing has become a necessity for the sustainable development of society. In this context, this paper seeks to explore the influence of multinational enterprises’ green marketing behavior on Chinese consumers’ green consumption willingness. Through reviewing the related theories and deeply analyzing multinational corporations’ CSR, a theoretical model of multinational corporations’ CSR and consumer purchase intention has been built in this paper based on consumers’ perceptions. The paper provides empirical research on the multinational corporations’ CSR, corporate image, consumer ambivalence, and purchase intention, and offers a hypothesis of the relationship between the four. Consumer ethnocentrism can significantly negatively regulate the relationship between corporate image and consumers’ willingness to buy and further negatively regulate the process of establishing the corporate social responsibility system of multinational corporations.