Title:
Study the Impact of Lenovo Group’s Corporate Social Responsibility on Consumer Trust
Author:
Chi Jingtao
Advisor:
ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree:
International Business Management
Major:
Master of Business Administration
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
Proceedings
The 6th STIU International Conference “Innovative Leadership for Sustainable Development” on 10-11 May 2022, pp.777-789
Abstract
The concept of Corporate Social Responsibility (CSR) has evolved significantly over the years, transitioning from a mere philanthropic activity to an integral part of strategic business management. This study addresses the critical problem of Lenovo’s recent decline in consumer trust despite ongoing CSR efforts. The objectives of the study were: 1) To identify key aspects of Lenovo’s CSR practices impacting consumer trust, 2) To analyses the impact of CSR initiatives on consumer trust, 3) To develop strategic recommendations based on consumer trust insights.
Grounded in consumer behavior theory, it utilizes a quantitative research methodology, comprising a questionnaire, to explore the intricate relationship between Lenovo’s CSR initiatives and consumer trust. A total of 1,200 online surveys were distributed using digital platforms aligned with Lenovo’s consumer demographics, including social media channels, email lists, and forums where discussions about technology brands and CSR activities are prevalent. Out of the 1,200 surveys distributed, 950 responses were received, resulting in a response rate of approximately 79%. This high response rate reflects the engaging nature of the survey and the relevance of the topic to the respondents. After a rigorous screening process to ensure data quality and relevance, 900 responses were deemed valid for analysis. And this study found that 1) Key CSR aspects, such as ethical business practices and environmental responsibility, were found to significantly impact consumer trust, with ethical business practices having the most pronounced effect, 2) Regression analysis confirmed a strong positive relationship between CSR activities and consumer trust, supporting the first hypothesis. Additionally, mediation analysis revealed that perceived brand ethics play a crucial role in this relationship, substantiating the second hypothesis, and 3) Prioritizing ethical business practices and enhancing transparency in Lenovo’s CSR strategy. In conclusion, this study contributes to both academic literature and practical business strategy by elucidating the critical role of CSR in building consumer trust, particularly in the technology sector. The insights gained are not only relevant for Lenovo but also serve as valuable guidance for other technology companies facing similar challenges in consumer trust and CSR
Keywords: corporate social responsibility, consumer trust, brand perception, lenovo group limited