Abstract
Food is what matters to the people. As the economic structure of society changes, the demand of dining is more important for consumer. However, food safety issues were occurred often recently, consumers lost their faith about food safety gradually; this situation also made a great impact to the food Industry. Consumer realizes graduallygains ground, the food industry must take the social responsibility to reach the goal of sustainable development. In recent years, the conscious of environmental and moral are rose up, the conscious of corporate social responsibility has been paid more attention on. However, the conscious of corporate social responsibility is lack for Asian people, the unseeable assets of emotional characteristics Fewer been explored in the past. This study added to the negative information from corporate social responsibility to understand the emotional level of consumer confidence, Affective identification and influence Purchase intention will.In this study, the theory Chieh-Peng Lin, Shwu-search framework. The result of Researching, CSR affect the trust and emotion positively and significantly; Trust and Affective identification affect the Purchase intention positively and significantly, But the effect to the consumer's purchase intention of CSR isn't pronounced, and the negative information also is.
The findings can link the gap of literature and provide some strategic guidelines for Catering.
