The MNEs CSR may create returns from market.
While CSR are strange to consumers in emerging
markets, the environmental and social issues may make
consumers to focus CSR [17-19]. Many environmental and
social issues have arisen, from product harm crisis,
serious environment pollution, urgent needed health care
and medical system reform, to insufficiency of social
security system. Product-harm crises have not only
caused loss of life, but also severely impacted consumers'
confidence in the product safety. For example, a recent
product-harm crisis of the "Sanlu" infant milk powder,
which occurred in 2008 in China, created serious impacts
on consumers' confidence in the Chinese domestic dairy
industry. In order to purchase safe baby milk products,
Chinese consumers headed to overseas to purchase large
quantity of baby food, which caused a blooming sales for
foreign brands of baby food. Chinese consumers willing
to pay much higher price to buy safety food rather than
food produced in China for health and life safety reasons.
Chinese growing middle classes are demanding higher
quality food products [20]. Accordingly, consumers are
aware of the MNE product-responsive efforts, which
create more sales to those firms with better CSR
performance.