The Relationship Between Chinese Consumer Behavior and Corporate Social Responsibility of Luxury Brands, after the COVID-19

Abstract

Consumer spending on luxury goods decreased during the outbreak. Luxury brands are also increasingly focusing on corporate social responsibility. The topic of this paper is to examine the relationship between the CSR of luxury brands and Chinese consumer buying behavior after COVID-19. In this study, 313 Chinese participants who are familiar with luxury goods, were randomly selected to finish a questionnaire. The data will be presented in graphical form, and this survey uses analysis of correlation as well as regression analysis to explore the relationship between different social responsibilities and consumer behaviors. Nearly all participants think that luxury companies should take social responsibility, but most of them don't choose to actively know about it actively, but only realize that luxury companies should take social responsibility passively when events happen. However, for companies, the consequences of not fulfilling social responsibility may seriously affect the sales of luxury companies. The three most important responsibilities include product quality and safety responsibility, environmental protection responsibility, and basic salary and welfare of employees. In addition, environmental responsibility, customer orientation responsibility, social responsibility, and employee and job placement responsibility all contribute to consumer purchasing behavior.