Abstract: The deficiency of social responsibility consumption is the key contributor to the lack of food companies′ social responsibility. This article proposed theoretical hypothesis from the perspective of consumer power, conducted a questionnaire survey of 423 food consumers in Chinese cities, and empirically tested the theoretical hypothesis using the method of path analysis. The findings are as follows: consumer′s expert power and sanction power are positively related to social responsibility consumption,expert power and social responsibility consumption are partial mediated by consumer-company identification,and sanction power and social responsibility consumption are moderated by consumer′s altruistic values. At present, food consumers′ expert power and sanction power are of low level, the degree of consumer-company identification is generally not high, and altruistic values are at a distinct disadvantage. These factors impede food consumers from social responsibility consumption in cities.

Key words: social responsibility consumption, consumer power, consumer-company identification, altruistic values