This paper is to present a conceptual model examining the relationships among corporate social responsibility (CSR) and consumer behaviors (here referring to image perception and brand loyalty), and to propose several propositions based on the literature, the author’s observations and reflections of real-world events, and the exploratory findings from empirical research of the tourists of China. The major theoretical contribution of the framework is the introduction of four moderators, namely consumers’ knowledge of CSR, CSR communication, comparison with competitors’ CSR, and consumers’ characteristics, that would have an effect on the relationships between CSR and perceived brand image which affects brand loyalty