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hich leads to product and process innovation. Thisinnovative activity enables firms to enhance their productivity. For example, using data from more than 2000 firms, Lich-tenberg and Siegel [7] report a strong positive correlation between R&D investment and growth in total factor productivity.Ben-Zion [8], Guerard et al. [9], Guerard et al. [10], and Andrews and Hall [11] report similar positive associations among R&D,profitability, and long-term shareholder returns (and other proxies for long-term financial performance).

In Taiwan, Uni-President Corporation and Chinatrust Financial Holding Corporation are the highest CSR-contributingcompanies in manufacturing and non-manufacturing industries, respectively. Since these corporations continually devotethemselves to serving society while earning a profit, we ask the following question:What is the impact of consumer behaviorand CSR activity on a firm’s financial performance? Very little research has been conducted to help identify the impact of CSRon firm performance in Taiwan.This paper attempts to fill the gap, with the results organized as follows. First, we review and integrate the eclectic buthighly complementary theory regarding the relationship between CSR and firm performance by suggesting that this rela-tionship is likelymediated by a number of key variables. The next section describesmethodology, as well as an explanation offormula and figures that are used to elucidate our study approach for the current Taiwanese situation. Then we analyze theresults and summarize our findings and implications.

content
1.Introduction
2. Literature overview
2.1. The link between CSR and consumer behavior
2.2. The link between R&D and consumer behavior
2.3. The link between CSR-business strategy and business benefits
2.4. The link between public policy and R&D
3. Methodology
4. Empirical results
5. Discussion and conclusion

 

 

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