Main Article Content
Consumers’ perception of corporate social responsibility (CSR) varies in different cultural contexts. We examined whether and to what extent Confucianism, as a Chinese traditional cultural setting, can be applied as a sound foundation of CSR activities. We first constructed the Chinese CSR model, then explored the impact mechanism of Chinese CSR on consumers’ purchase intention. Participants were 415 Chinese consumers who completed the measures. This study yielded the following results: First, consumer–corporate identity partially mediated the relationship between perceived Chinese CSR and consumers’ purchase intention. Cultural identity not only strengthened the relationship between perceived Chinese CSR and purchase intention, but also moderated the mediating effect. We have provided a framework that directs management attention to Chinese CSR elements and practices in the traditional Confucian culture context, both strategically and operationally.