As cosmetic marketers actively embrace corporate social responsibility (CSR) and promote "ethical" or "green" products in their advertising campaigns, exploring how consumers perceive the role of CSR in the cosmetics industry is becoming increasingly imperative. This study explores how CSR is practiced and perceived in China, the largest female consumer market in the world. Consistent with Chinese cultural values of collectivism and harmony, the results suggest that the CSR of the cosmetics business is important in China. This study opens the door for further research by investigating an under-served region and industry. Theoretical and managerial implications for cosmetic advertising strategies are discussed.
Asian Journal of Business Research, Vol.2, No.1, pp.62-84