| Summary: | 碩士 === 國防大學 === 運籌管理學系 === 107 === Corporate social responsibility (also called CSR) emerged in the mid-20th century. In recent years, the concept of CSR has been promoting in full swing. However, previous studies on it often focused on the relationship between CSR and financial performance, and scant attention has been paid to the perspectives of decision-making, strategy choice, and stakeholders. This study hence was conducted by using a hybrid method design, aiming to examine influential factors of cause-related products driven by corporations. Targeting on eco-friendly Adzuki beans in Pxmart, the data was collected from the qualitative semi-structured interview, including its production, marketing, and academic research. In addition, from the interactive interview, the respondents’ experience, feelings, and perspectives were comprehended, analyzed, and summed up. In order to generalize the findings, the quantitative questionnaire survey was also adopted to confirm the relationship among brand identification, purchase intention, and the moderating effect of perceived price. The result of the qualitative research shows that there are seven important factors affecting the promotion of public goods, namely media strength, product concept, trademark establishment, policy cooperation, profitability, market trends and corporate attention. As to the quantitative research, the result confirms that consumers’ brand identification of Adzuki beans has a high, positive correlation to their purchase intention, and the price of Adzuki beans does not reduce consumers’ purchase intention.
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