Selling to the urban Chinese in East Asia: Do CSR and value orientation matter?

Bala Ramasamy (First Author), Matthew C.H. Yeung (Participant Author), Junsong Chen (Participant Author)

Research output: Contribution to journalJournal


Most multinationals have a presence in the East Asian region and target the urban Chinese population. In an effort to win over the loyalty of consumers, Corporate Social Responsibility (CSR) has been used increasingly as a marketing strategy. This paper explores how personal values influence the attitude and behavior towards CSR among Chinese consumers. By collecting data from three major East Asian cities — Hong Kong, Shanghai and Singapore, and employing factor, cluster, conjoint and correspondence analyses, the authors demonstrate that Confucian value orientation can be a powerful antecedent of CSR support.
Original languageEnglish
Pages (from-to)2485-2491
JournalJournal of Business Research
Issue number12
Publication statusPublished - 2013

Corresponding author email


  • CSR support
  • Chinese consumers
  • Confucian values
  • Corporate social responsibility
  • Value orientation

Indexed by

  • ABDC-A
  • Scopus
  • SSCI


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