Manman Lu, Hannah Jun, Xinxin Chang
With the rapid growth of China’s entertainment industry, many market watchers have begun to pay attention to the ethical behavior and social responsibility of influential personalities. Since the recent issuance of China’s Celebrities’ Social Responsibility Report, findings have been the focus of intense scrutiny primarily due to mismatches between public perception and findings of the report. In light of this phenomenon, this paper analyzes the extension of Corporate Social Responsibility (CSR) to Individual Social Responsibility (ISR), paying particular attention to the role of the government as facilitator and agenda-setter. Based on China’s cultural strategy and unique institutional environment, our findings suggest that the gap between the report’s findings and public expectations can be largely explained by a lack of consensus-building on what constitutes “ethical” behavior among individuals.