Abstract
As the impact of corporate social responsibility (CSR) on consumer behavior has attracted increasing attention, researchers have begun to explore the mechanisms through which CSR influences consumer decision-making. This study explored how consumers' perception of CSR affects their purchase intention by constructing a multilevel model, focusing on the mediating role of environmental benefit perception and the moderating role of value orientation and corporate environmental performance. Based on 445 consumer data and multi-industry environmental performance data, this study finds that consumers' CSR perception has a significant positive effect on purchase intention, and environmental benefit perception plays a partial mediating role in this relationship. At the same time, CSR belief in CSR implementation (CSR-CA) and the overall environmental performance of the industry have a significant moderating effect on CSR effect. When consumers have a high trust in a company's ability or the industry has a good environmental performance, the impact of CSR behavior is more significant. However, the moderating effect of consumers' value orientation on the relationship between CSR and environmental benefit perception is not significant. The results of this study provide practical suggestions for enterprises to implement CSR strategies in different contexts, and emphasize the key role of enterprise capability belief and industry environmental performance in the effectiveness of CSR strategies.