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한국산업경영시스템학회지 KCI 등재 Journal of Society of Korea Industrial and Systems Engineering

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Vol.47 No.3 (2024년 9월) 21건

21.
2024.09 구독 인증기관 무료, 개인회원 유료
Empirical Analysis of the Relationship between Corporate Social Responsibility Initiatives and Consumer Responses
기업의 사회적 책임 활동과 소비자 반응 구조에 관한 실증 연구
Hoon Huh
한국산업경영시스템학회지 Vol.47 No.3 pp.217-227 한국산업경영시스템학회
This study investigated the effects of social responsibility activities on consumer attitudes, product evaluation, corporate support, and corporate trust through structural equations and path analysis. Corporate social responsibility activities were divided into five areas: consumer and environmental protection, social contribution, cultural business, and economic responsibility, and the relative impact on consumer attitudes was considered. The results and strategic implications of this study are as follows. The same results as in previous studies confirmed that the performance of corporate social responsibility activities induces positive attitudes and behaviors of consumers. It proved that the performance of corporate social responsibility activities leads consumers to form a positive attitude, which can eventually be transferred to products and corporate images by a halo effect, leading to product evaluation, corporate support and trust. In addition, the composition dimension and measurement items of corporate social responsibility activities were re-verified, and from a consumer point of view, it was confirmed that social responsibility activities include not only economic activities, but also activities that contribute positively, such as social contribution, support for local and cultural projects, and actions that do not harm society as a whole, such as protecting consumer rights and protecting the environment.
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