기업의 사회적 책임에 대한 소비자 관점에서의 탐색적 연구

An Exploratory Study on Corporate Social Responsibility from Consumers' Perspective

This study examined consumers' perception on corporate social responsibility (CSR). As the market is becoming more competitive and consumers awareness of social problems is rising, voices demanding CSR get the attention of many companies. This study attempted to analyze how consumers perceive the concept and the range of CSR. Consumer demand for CSR activities and their response to companies' CSR activities were analyzed. CSR activities were classified into 4 dimensions: company's internal management, consumer-related, the government-related and society-related CSR activities. The major findings of this study are as follows. First, consumer-related activities were perceived as the most appropriate and needed CSR activities, while the perception of society-related activities was lowest. Second, respondents who have higher sense of responsibility as consumers have more positive attitude to CSR activities and have more intention to purchase a product/service that is related to the companies' CSR activities. Third, respondents' subjective norm toward CSR has an effect on the response to CSR activities.