Abstract: 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.

Key words: corporate social responsibility (CSR) identification, purchase intention, behavioral attitude, food industry