CSR determinants of consumers' purchase of organic food : A cross-cultural comparison between China and Sweden

Abstract: The purpose of this thesis is to describe the determinants of corporate social responsibility (CSR) that are: community support, diversity, employee support, environment, overseas operations, and product, on consumers’attitude towards purchasing of Organic food brands with Individualism as a moderator. It obtains a quantitative method by the deductive approach. Also, the probability and non-probability sampling select random Chinese and Swedish people above the age of 18. Data collection is by a survey using online questionnaires. Independent sample T-Test compare the means of two samples, factor analysis determines CSR activities and dimensions, and multiple regression employs a description of determinants of CSR dimensions on consumers attitude and purchase. Not to mention the factor analysis and regression analysis are on both samples separately to demonstrate a cross- cultural comparison.The results support previous studies that CSR activities play a crucial role in consumers’ attitude. However, not purchase. Individualism has no impact that moderates this role. Also, demographics do not impact consumers’ purchase,but income impact consumers’ attitude. Cross-cultural comparison for this role shows that it is convergent in Overseas operations and income groups among Chinese consumers. However, it is not convergent among Swedish consumers. Also, the higher the income group of Chinese consumers, the better is their attitude.The thesis gains knowledge that Organic food brands can use CSR activities to influences consumers’ attitude but not purchasing behavior, and organic food brands can tailor their CSR activities according to the target market income group.There is no prior research covering Individualism as a moderator to this influence coupled with Chinese and Swedish as a cross-cultural comparison. Therefore, this thesis is a unique, original, and valuable opportunity to cover this limitation.