A study on consumer’s intention for corporate social responsibility funds.

• Main Authors: Yu-Chen, Lin, 林語宸
• Other Authors: Hui-Mei, Wang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/22307956945477373382

碩士 === 輔仁大學 === 管理學研究所 === 98 === There is growing interest in socially responsibility investment(SRI) issue. In 2008, Fubon Financial Holding Co. Ltd. published the first CSR funds in Taiwan which invest in domestic enterprises called Fubon Taiwan CSR Fund. Although the number of CSR funds still not much, there has the opportunities to develope SRI, and will become a trend in Taiwan. This is a study on consumer's intention for corporate social responsibility funds. Try to understand consumer's attitude toward the behavior, subjective norm and pereceived behavior control. Hope to obtain some advice to promote people purchasing CSR funds. The study derives from the theory of planned behavior of Ajzen(1991),and consider both social and economic beliefs in attitude toward the behavior. The model is employed to examine our hypotheses using questionnaires from 190 EMBA students. The findings of this research are as follows:(1)social beliefs in consumer’s attitude toward purchasing CSR funds have positive effects in consumer's intention.(2)economic beliefs in consumer’s attitude toward purchasing CSR funds have positive effects in consumer's intention.(3)subjective norm has positive effects in consumer's intention.(4)perceived behavioral controls did not account for the predictability of consumer’s intention. (5)sex and experience have positive effects in consumer's intention.