企业社会责任缺失归因中的消费者失责及其影响研究

频发的企业社会责任缺失(Corporate Social Irresponsibility, CSI)引起了学者们的广泛关注，尽管学者们对企业社会责任缺失归因进行了丰富的研究，但受消费者影响的企业社会责任缺失归因中的消费者失责研究仍十分有限，这类“受消费者影响的企业社会责任缺失”是指因消费者不良需求(需要)、消费习惯及消费者参与等直接或间接促成的企业社会责任缺失。文章通过综合运用定性(访谈法)和定量研究方法(问卷调查法和实验法)，聚焦于消费品类生产企业，研究企业社会责任缺失归因中的消费者失责问题，结果表明消费者能区分出企业社会责任缺失归因中的消费者失责归因；消费者失责表现为过度消费、对社会责任缺失企业的纵容等；消费者失责增加消费者弥补意愿。研究企业社会责任缺失归因中的消费者失责丰富了企业社会责任缺失归因理论研究，对提高消费者责任消费意识及行动具有实践意义。

Research on Consumer Culpability and Its Outcomes in Corporate Social Irresponsibility Attribution

Frequent incidents of corporate social irresponsibility (CSI) have attracted extensive attention from researchers. Although researchers have paid much attention to the attributions of CSI, research on consumer culpability in the attributions of consumer-influenced CSI has been limited. The “consumer-influenced CSI” is the corporate social irresponsibility directly or indirectly related to consumer bad needs or demands, consumption habits, and consumer participations. Focusing on consumer goods producers, a qualitative method ( individual interviews) and quantitative methods (a survey and an experiment) were used to study consumer culpability in CSI attributions. It shows that consumers can recognize consumer culpability in CSI attributions. Consumer cul-pability is specifically manifested in consumer excessive consumption and connivance to socially irresponsible corporates. It also shows that consumer culpability increases consumer inclination to compensate. The findings can contribute to the enrichment of CSI attribution literature and provide practical implications for the improvement of consumer awareness and action of responsible consumption.