• 패션비즈니스
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• 제20권6호
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• pp.1-18
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• 2016

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.

• 한국엔터테인먼트산업학회논문지
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• 제15권5호
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• pp.19-31
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• 2021

본 연구의 목적은 국내 엔터테인먼트 기업의 CSR 활동, 리스크 관리, 프로듀싱 능력에 대한 소비자 평가가 통합 브랜드 자산 인식에 어떤 영향을 미치는지 살펴보는 것이다. 4년제 대학교에 재학 중인 대학생들을 대상으로 설문조사를 실시하였고, 총 423개의 데이터가 분석에 사용되었다. 연구결과, 첫째, 경제적 활동과 자선적 활동에 대한 소비자 평가가 통합 브랜드 자산 인식과 정적 인과관계를 나타냈다. 둘째, 국내 엔터테인먼트 기업에 대한 리스크 관리와 프로듀싱 능력 평가가 높을수록 통합 브랜드 자산 인식을 긍정적으로 하는 것으로 나타났다. 셋째, 4개 기업은 공통적으로 프로듀싱 능력의 주효과가 유의미하게 나타났다. 또한 CSR 활동과 리스크 관리에 대한 평가 수준에 관계없이 프로듀싱 능력 평가가 높은 집단은 낮은 집단에 비해 통합 브랜드 자산 인식이 높은 것으로 나타났다.

• 유통과학연구
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• 제13권12호
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• pp.5-11
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• 2015

Purpose - The purpose of this research is to investigate the influence of social status perception and interest in social issues on the authenticity perceived by consumers of the corporate social responsibility (CSR) activities of premium brands. Research design, data, and methodology - Behavioral experiments were performed to observe the impact of consumers' social status perception and interest in social issues on their perceived authenticity of CSR motivation related to premium brands and consumer behavior. Results - We found that the possibility of social mobility and the degree of individuals' interest in the environment and CSR enable them to reconsider the authenticity of CSR motivation, thereby having positive effects on purchase intention, willingness to recommend the product, and brand value. This research also showed that proactive customers who seek to move up the social ladder have a stronger interest in social issues such as the environment or CSR. Conclusions - Our research suggests that when conducting a consumer segmentation analysis for the launch of CSR products (products released for CSR), a positive mind-set toward social mobility serves as an effective criterion.

• 한국의류학회지
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• 제41권6호
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• pp.1071-1084
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• 2017

This study investigates ethical fashion consumption factors and corporate social responsibility (CSR) factors to segment consumer groups by ethical fashion consumption (EFC) and identify differences of EFC groups in the perception of CSR and demographics. I surveyed 390 people over age 20 in February and March, 2017. Data were analyzed with factorial analysis, cluster analysis, ANOVA, LSD, Chi-square, Cronbach's ${\alpha}$, using SPSS 20.0. The survey showed. 1) Five EFC factors (boycott/active purchase, donation/environmental protection, saving, legal consumption, and recycle) were extracted. 2) Four CSR factors (responsibility for stakeholder, ethical/environmental responsibility, social/charitable responsibility, and economic responsibility) were extracted. 3) EFC consumers were classified into four segments (low ethic, recycle, legal, and high ethic). 4) The perception of CSR factors was different among EFC groups. 5) The distribution of age level, education level, occupation, monthly purchase cost of clothing, and religion were different among EFC groups.

• 한국콘텐츠학회논문지
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• 제16권8호
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• pp.238-246
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• 2016

본 연구는 치킨레스토랑에서의 사회적 책임활동(CSR, Corporate Social Responsibility)이 고객인식과 기업평판에 미치는 영향관계를 연구하고자 하였다. 따라서 다음과 같이 연구 과제를 두었다. 첫째, 치킨레스토랑의 사회적 책임활동 요인을 분석하여, 사회적 책임활동이 고객인식에 미치는 영향을 연구한다. 둘째, 사회적 책임활동이 기업평판에 미치는 영향을 연구한다. 셋째, 사회적 책임활동에 대한 고객인식이 기업평판에 미치는 영향을 분석한다. 본 연구를 위한 모집단은 가맹점 1000호점이 넘는 상위 3개 브랜드(BBQ, BHC, 교촌)를 이용하는 고객을 대상으로, 350부를 배포하여 최종적으로 292부를 분석 자료로 사용하였다. 연구결과는 첫째, 치킨레스토랑의 사회적 책임활동 요인은 경제적, 법률적, 자선적, 윤리적 등 4요인으로 분석되었다. 둘째, CSR 요인 중 윤리적, 법률적 책임활동 요인이 고객인식에 유의한 정(+)의 영향을 미쳤다. 셋째, CSR 요인 중 법률적, 경제적, 자선적 요인의 순으로 기업평판에 유의한 정(+)의 영향을 미쳤다. 넷째, CSR 활동에 대한 고객인식은 기업평판에 유의한 정(+)의 영향을 미쳤다. 그렇지만 생업과 관련된 업종이라는 인식의 영향으로 치킨레스토랑의 활동에 대한 인식이 기업평판에 미치는 영향관계에 있어서 낮은 설명력을 보였다. 치킨레스토랑의 사회적 활동에 대한 긍정적 인식제고를 위해서 업체의 지속적 노력이 요구된다.

• 한국의류학회지
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• 제43권2호
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• pp.274-287
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• 2019

Most corporations engage in Corporate Social Responsibility (CSR) activities. Consumers are aware of CSR activities in different domains and use the perception and evaluation in purchase decision making. This study reveals how the relationship between consumer perception about a fashion corporation's CSR activities and product evaluation (such as perceived expertise and attractiveness) affects behavioral intention. This study discussed implications for store designs depending on whether it is actively engaging in CSR communication. Two virtual fashion store images of modern or eco design were used as stimuli. The study was conducted from July to August, 2018 based on women in their 20s and 30s. We collected 154 eco designs and 157 modern design responses. The findings of the study show that consumer perceptions of CSR activities affected perceived expertise and attractiveness. Further, perceived expertise and attracti-veness led to purchase intention and time spent in the store. The store design variation had no differences in mean values of consumer perception; however, evaluation and purchase intention indicated that a varied store design emphasized different corporation capabilities.

• 중소기업연구
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• 제43권4호
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• pp.27-57
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• 2021

CSR 수행과정에서 나타나는 진정성은 기업의 CSR 전략 이행 과정에 어떤 영향을 미치는가? 진정성이란 직원이 조직과의 관계에서 느끼는 내/외적 정렬 상태로 직원의 생각, 감정 등의 경험을 통해 그것이 자신에게도 진실하고 유익한지를 판단하는 것을 의미하는데, CSR을 시행하고자 하는 조직의 전략과 이를 수행하는 내부 이해관계자인 직원의 인식 사이 의미 형성 과정으로 이해할 수 있다. 이를 심층적으로 밝히기 위해 (주)오OO기업을 대상으로 2015년부터 2021년까지 647개의 리뷰 데이터를 통해 텍스트 마이닝을 실시하여 토픽모델링 및 의미망 분석을 실시하였고, 특징적으로 나타나는 이슈 및 유형을 확인하였다. 분석 결과 대외이미지와 관련한 이슈에서 진정성 인식의 가장 큰 특징을 보이며, 진정성의 인식 평가 유형은 크게 수용과 거부로 나뉘고 이는 다시 5가지 유형으로 세분화된다. 본 연구의 함의는 조직에서 CSR 전략을 수립할 때 외부 및 내부를 모두 고려해야 하고 내부 구성원의 인식이 어떠한가에 대한 반응을 수집 및 반영하는 상호작용적 순환관계로 나아가야 한다는 것이다. 마지막으로 본 연구는 향후 이후 이러한 상호작용과 관련한 문제 극복 방안을 제시하고 있다.

• Industrial Engineering and Management Systems
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• 제15권2호
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• pp.173-180
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• 2016

Nowadays Corporate social responsibility (CSR) has become a critical factor influencing customers' buying intention. The study conducted aims to explore the relationship between customers' perception towards CSR and their repurchase intention. The data was collected by using survey questionnaires from 320 individual customers living in Ho Chi Minh City and processed in SPSS software. The research results showed that among CSR components, economic and charitable responsibilities have a positive impact on Vietnamese customers' repurchase intention at the significance level of 1% and the two other factors at 10%. The findings assume that CSR components have become factors explaining customers' repurchase intention, especially for consumer goods, and firms should enforce their corporate social responsibility to capture customers' repurchase intention and in turn increase their customers' loyalty.

• 유통과학연구
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• 제18권7호
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• pp.83-89
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• 2020

Purpose: This research explores the relationship between Nigerian consumer perception towards corporate social responsibility (CSR) and its influence on their buying behavior. Research design, data, and methodology: In order to achieve this, a structured three-part questionnaire was developed and distributed to 400 respondents to gather relevant information. The respondents were randomly selected from Lagos and Adamawa, Nigeria. Only 222 questionnaires. were completed and data was later analyzed using administering descriptive and inferential statistics. Results: a) Nigerian consumers have adequate knowledge about CSR; b) Nigerian consumers' awareness of socially responsible practices largely influences their purchasing decisions; c) Nigerian consumers' perceptions of the traditions of socially accountable actions influence their buying behavior. Conclusion: Although the research was targeted at the urban areas of Lagos and Jimeta/Yola in Nigeria, the findings indicate Nigerian consumers generally have a positive perception of CSR. The research offers invaluable contribution to the Nigerian corporates based on which they can reassess their existing CSR policies for better positioning of their company and their products.

• 한국의류학회지
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• 제44권3호
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• pp.385-399
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• 2020

Corporate social responsibility is a consistently discussed theme in many industries. Most corporations engage in CSR activities and now inform consumers in detail on what they have been doing for society. It has become a critical tool of consumer communication; however, little is known regarding the role of information transparency in the context of the fashion industry. This study discusses information transparency of fashion corporations which means revealing information regarding cost and garment making processes. The research proved that the higher consumers perceive a fashion brand's CSR performance (CSP), the more they think the provided CSR information is substantial; consequently, there is a favorable evaluation of the brand. The result provides insight regarding the relationship between CSP perception, perceived information substantiality, and brand evaluation. There was a significant partial mediation effect of perceived information substantiality. Moreover, the moderated mediation effect of information transparency appeared significant on the impact of CSP perception for brand evaluation via CSR information substantiality. The process model 7 was used as an analytical tool. The results of this study implies the importance of information transparency in the fashion industry context in the digital era.