Over decades, there are gradually an increasing numbers of researches about a firm’s products and the quality of its service and the firm itself can get into their customers more by building engagement with corporate social responsibility (Maignan, 2001). Corporate social responsibility (CSR) takes a primary place in nowadays business world. The companies no longer only seek maximum profit to survive, meanwhile, their adherence of certain ways in which they deal with ethical issues also help them to grow (McLaughlin, 2013). According to McLaughlin (2013), CSR refers to the concept that a company not only requires to achieve profit maximization but also need to take responsible of well being of the society and contributes to it. CSR is growing flourished mainly due to that the operations’ understanding of the consequences that these changes caused and how their response would be, regardless of the changing of the technologies, the business environment, or changing market.

Numerous researches indicate that for twenty-first century’s corporations if they gain more awareness of their social responsibility, the more vast benefits they could get as their stakeholders perceive it (Crowther, 2003; Idowu and Towler, 2004). In order to enhance and maintain the market performance during the long period of the time, a growing numbers of companies are investing more on CSR and developing it into a part of their long-term business strategies (Mahoney and Thorne, 2005). China is attracting large attention from both local companies but also multinational ones, as Chinese consumers taking a great percentage of the worldwide market. Further research (Tian, Wang and Yang, 2011) showed, corporations usually consider general picture of how consumers’ responses are to CSR in China, the differences of their responses between different product category and what are their CSR responses