Consumers’ Perception of Corporate Social Responsibility in the United States and China: A Study of Female Cosmetics Consumers

Using survey data from the U.S. and China, this cross-national study examines consumers' corporate social responsibility (CSR) perception from a cultural perspective. The results suggest that CSR is important in China, with Chinese consumers having revealed a higher level of perceived importance of CSR and expectations about CSR than respondents in the United States. The findings also show significant differences between the two countries with respect to purchase intentions. These results are discussed in terms of the role of cultural values in perceptions and behavior towards CSR. Theoretical and practical implications for global CSR strategies in communication are discussed.