Abstract：This study combines CSR with moral hypocrisy in the field of psychology, introduces three levels of moderating variables, such as enterprise characteristics, product characteristics and consumer characteristics, into the conceptual model, applying structural equation and multivariate regression to explore the formation mechanism of the consumer moral hypocrisy from perspective of economic rationality and sensibility. Results shows that under the context of perceived CSR, there are inconsistencies between consumer attitude and purchase behavior, that is, moral hypocrisy. Enterprise ability and perceived quality have significant positive moderating effect, however, face consciousness does not have significant moderating effect.
韩娜 李健 刘建梅. 企业社会责任感知情境下消费者道德伪善的形成机理研究[J]. 浙江工商大学学报, 2015, (1): 92-104.
HAN Na LI Jian LIU Jianmei. A Research on Formation of Mechanism of Moral Hypocrisy Under the Context of Corporate Social Responsibility. Journal of Zhejing Gongshang University, 2015, (1): 92-104.
2015, Vol. 
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