文章将消费者认同的概念应用到了企业社会责任（CSR）研究之中，深入分析和研究了消费者CSR认同对其购买意愿的影响。消费者CSR认同水平的高低在一定程度上反映了当前消费者对企业的社会责任行为重要性的认识和支持程度。本研究以食品行业为例进行问卷调查，采用SPSS和Lisrel对所收集数据进行分析，分别检验了消费者CSR认同八个维度对购买意愿的影响作用，以及行为态度的中介作用。研究结果表明：经济责任、人权、环境保护、社会发展和动物保护五个维度对购买意愿有显著的影响作用。行为态度对责任采购、环境保护和动物保护三个维度的影响起到了完全中介作用；对人权和社会发展只起到部分中介的作用。研究结论能在企业找到更符合消费者期望的践行社会责任的着力点和方式的过程中提供一些建议。

The article applied the concept of identity to the study of corporate social responsibility, studied the impact of consumer’s identity of CSR on their purchase intention. The level of consumer’s CSR agree to some extent tell that how the consumer support the company’s action about CSR and if they realized the importance of the CSR. In this study, we collected questionnaires among consumers from the food industry, using SPSS and Lisrel to analyzed the data. The results show that: five dimensions, including economic responsibility, human rights, environmental protection, social development and animal protection, have a significant influence on purchase intentions. Behavior attitude played a complete procurement intermediary role between the three dimensions including responsible purchase, environment protect, animal protect, and the purchase intention; but human rights and social development are not a complete role. Conclusions reached in this paper can help company finding the most suitable way.