Abstract:

Improper corporate social responsibility (CSR) activities can cause consumer’s perceived corporate hypocrisy, which will bring extremely negative influences to enterprises. The concept of hypocrisy has just been introduced into Marketing, and needs exact definition and a scientific scale. We focuse on Chinese culture, and will conduct series of studies in order to, (1) explores the connotation of the concept of corporate hypocrisy and differentiate it with the relative conceptions; (2) reveal the structure of the construct, develop its scale and take strict reliability and validity examinations; (3) explore its cause and effect, especially its influence on three levels of consumer’s attitude and behaviors.

Key words: corporate hypocrisy, structure, scale development, corporate social responsibility