기업위기 상황에서 CSR전략 유형에 따른 소비자의 진정성 인식에 관한 연구

A Comparative Analysis of CSR Authenticity between Proactive and Reactive CSR under Corporate Crisis: Moderating Roles of Company-cause Fit and the Firm’s Prior Reputation

This study examines the different effects of corporate social responsibility(CSR) strategies on consumers’ perceptions of CSR authenticity after corporate crisis, focusing on the moderating roles of company-cause fit and the firm’s prior reputation. The results of an online survey with a sample of of 400 Chinese consumers reveal that proactive CSR was perceived more authentic than reactive CSR activities under a corporate crisis situation. Additionally, the difference in the perceptions of CSR authenticity between pro- and reactive CSR was larger when company-cause fit is higher and the firm’s prior reputation is lower. Theoretically, these findings suggest that, in non-routine situations, consumers may exhibit different perceptions of CSR authenticity between pro and reactive CSR initiatives and the differences vary by company-cause fit and prior reputation. Practically, CSR marketers may need to understand the complex nature of corporate crisis and the possible effects of company-cause fit and the firm’s prior reputation when trying to maximize the buffering effects of their CSR campaigns.