随着全球化和信息化的加速发展,消费者在品牌选择时不仅关注产品质量和价格,还越来越重视企业的社会责任表现。本研究探讨了乳品企业的企业社会责任（CSR）对消费者品牌选择行为的影响,采用了问卷调查法,运用描述性统计、信度分析、因子分析和结构方程模型（SEM）等统计分析方法,深入分析CSR在乳品企业中的应用及其对消费者行为的影响,并设计了假设模型,为揭示CSR在消费者品牌选择中的作用机制提供了实证支持。研究结果显示,CSR的不同维度对品牌信任和品牌推崇有显著影响,尤其是环境保护责任和社会支持责任对品牌行为意图的影响显著。具体讲,消费者责任感知对品牌支持具有显著的正向影响,当消费者感知到企业积极履行社会责任时,他们更倾向于支持该品牌;企业在履行社会责任时,能够提升其品牌声誉,这种声誉的提升进一步增强了消费者对品牌的推崇;甚至当消费者认为CSR行为是出于真正的利他主义动机时,这种感知能够增强CSR对品牌推崇的正向影响。这些结果为乳品企业在制定社会责任策略时提供了重要的理论参考。

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.