CSR, China, harmony, Confucian, Taoism,

No abstract

Companies along the forestry‐wood value chain from four European countries were surveyed in order to examine social responsibility in values and environmental emphasis in their marketing planning. Most of the Finnish, Swedish, German and UK companies emphasise environmental issues in their values, marketing strategies, structures and functions. The companies were classified into three groups according to their responsibility values based on the concepts of redirecting customers towards sustainability and the role of governmental balancing of markets. “Proactive green marketers” (companies emphasising pursuing sustainability and believing in free market system) emphasise environmental issues in their marketing planning clearly more than traditional “consumption marketers”, and more than “reactive green marketers” (companies emphasising pursuing sustainability under governmental balancing). We interpret that proactive marketers are the most genuine group in implementing environmental marketing voluntarily and seeking competitive advantage through environmental friendliness. Thus, the example of these progressive companies should be the direction towards sustainable development in business and society. The results also give evidence that green values, environmental marketing strategies, structures and functions are logically connected to each other as hypothesised according to the model of environmental marketing used to guide this study.

This study tries to determine the effects of personal values on individual perceptions of CSR issues. We investigated 980 Chinese young people, fi nding that: (1) Chinese youth display a mixed value structure of traditional and emerging western values, stronger selftranscendent values than self-enhancement values, and stronger openness values than conservation values. (2) Chinese youth have negative perceptions of corporate social responsibility (CSR) performance of corporations in China, especially on the environmental dimension. (3) Personal values have a signifi cant effect on perception of Chinese youth of CSR, with young Chinese who value self-transcendence or openness more having more negative perceptions of the CSR performance of Chinese corporations. In contrast, those who value self-enhancement or conservation more have more positive perceptions. The practical contribution of this study is to suggest that value cultivation is a good way to develop ethical behaviour and responsibility, which in turn affect the development of CSR in China.

The purpose of this study is to analyse the effects of personal demographic factors on Chinese university students' values and perceptions of Corporate Social Responsibility (CSR) issues, and to identify the link between personal values and perceptions of CSR. The quantitative data consisted of 980 Chinese university students, and were collected by using a structured self-completion questionnaire. This study found that: 1) the importance of values education should be stressed, because we found that altruistic values associate negatively with perception of CSR, in contrast, egoistic values associate positively; 2) a CSR education programme should be designed accordingly to fit different student characteristics and needs such as gender and major differences; 3) values should be used as criteria for education and recruitment purposes, e.g., we found that female students represent more ethical values than male students, and have a more negative perception of the CSR performance; 4) the importance of environment performance should be recognised by Chinese corporations and policy-makers, because we found that Chinese corporations perform better in economic and social responsibilities than environmental responsibility. It provides an insight of the value structures of Chinese university students and the forces that shape ethical perceptions. It offers a comprehensive study of Chinese companies' CSR performance, and the results improve the awareness of scholars and managers in solving the current problems and developing their CSR performances further.