KOREASCHOLAR

CORPORATE SOCIAL RESPONSIBILITY IN THE GLOBAL VILLAGE: THE ROLES OF GLOBAL IDENTITY AND CONSTRUAL LEVEL

Yuhosua Ryoo, Kacy Kim, Fareeha Wan, Sukki Yoon
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422505
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.501
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Understanding consumers’ prioritization of corporate social responsibility initiatives within the global marketplace is a crucial concern for marketers. Focusing on the ethical fashion industry, which supports artisans and utilizes environmentally sustainable resources within its supply chain, the study uncovers that consumers possessing a global (local) identity exhibit more favorable responses to global (local) CSR initiatives, and the matching effect is amplified when presented with high (low) construal level messages.

Keyword
Corporate social responsibilityGlobalizationGlobal identityEthical consumption
Author
  • Yuhosua Ryoo(University of Minnesota Duluth, USA)
  • Kacy Kim(Bryant University, USA)
  • Fareeha Wan(Southern Illinois University, USA)
  • Sukki Yoon(Bryant University, USA)