关键词: 企业社会责任（CSR）, 品牌选择, 乳品企业

Abstract: With the accelerating development of globalization and informatization,consumers are increasingly focusing on enterprises' corporate social responsibility （CSR）performance in addition to product quality and price when making brand choices. This study explored the impact of CSR on consumer brand choice behavior in the dairy industry. Employing a questionnaire survey method and various statistical analysis techniques,including descriptive statistics,reliability analysis,factor analysis,and structural equation modeling （SEM）—the research conducts an in-depth analysis of the application of CSR in dairy enterprises and its influence on consumer behavior. A hypothetical model is designed to provide empirical support for revealing the mechanism of CSR in consumer brand selection.The results indicated that different dimensions of CSR exert a significant impact on brand trust and brand advocacy,with environmental protection responsibility and social support responsibility demonstrating particularly notable effects on brand behavioral intentions. To be specific,consumers' perceived CSR has a significant positive impact on brand support： when consumers perceive a company actively fulfilling its social responsibilities,they tend to support the brand more.Fulfilling social responsibilities helps companies boost brand reputation,which in turn strengthens consumers' admiration for the brand.Notably,if consumers believe a company's CSR efforts are driven by genuine altruism,this perception will further amplify the positive effect of CSR on brand admiration. These findings offer important theoretical implications for dairy enterprises in formulating CSR strategies.

Key words: corporate social responsibility, brand choice, dairy companies