패션비즈니스 (Journal of Fashion Business)

  • 제20권6호
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  • Pages.1-18
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  • 2016
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  • 1229-3350(pISSN)
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  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
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Consumer Ethics and Fashion Corporate Social Responsibility -Attributions of Fashion CSR Motives and Perceptions-

  • Ahn, Soo-kyoung (Dept. of Clothing and Textiles, Chonnam National University)
  • 투고 : 2016.10.25
  • 심사 : 2016.12.12
  • 발행 : 2016.12.30
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초록

This study examines the impact of consumer ethics on the CSR motive attributions and, the subsequent consumer perception of the firm's ethicality. Data of 512 adults were collected nationwide using a self-administered questionnaire online. Exploratory and confirmative factor analysis were employed to identify six underlying dimensions of consumer ethics, as follows: actively benefiting from illegal actions, passively benefiting from illegal actions, no harm/no foul, economic benefiting from illegal actions, intellectual property infringement, and pro-environmental behavior. In order to examine the relationships between consumer ethics, CSR motive attribution, and consumer perceived ethicality, a structural equation modeling test was conducted. The results demonstrated that actively benefiting from illegal actions, economic benefiting from illegal action, and pro-environmental behavior had impacts on CSR motive attributions such as strategy-driven attribution, value-driven attribution, and stakeholder-driven attribution. Consequently, strategy-driven attribution and value-driven attribution influenced the consumer perception of the firm's ethicality, whereas stakeholder-driven attribution did not. This study provides an understanding of the CSR attribution mechanism from the view of consumer ethics that are multi-dimensional. The ethical judgements on different types of consumer behavior lead to attributions of CSR motives and subsequently their perception of a firm's ethicality.

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