Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Depending Effect of Proactive CSR Activity and the Overcoming Effect of Reactive CSR Activity on Fashion Retailer's Corporate Social Irresponsibility Crisis

패션소매유통기업의 사회적 무책임 위기에 대한 능동형 CSR 활동의 방어 효과와 수동형 CSR 활동의 극복 효과

  • Choi, Yunyoung (Lotte Homeshopping) ;
  • Youn, Chorong (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 최윤영 (롯데홈쇼핑) ;
  • 윤초롱 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2013.12.31
  • Accepted : 2014.06.13
  • Published : 2014.08.31
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Abstract

This study examines the effectiveness of CSR through the expectancy disconfirmation theory. The change of CSR belief after a corporate social irresponsibility (CSIR) crisis was investigated in terms of activity timing (proactive activities before CSIR crisis/reactive activities after CSIR crisis). Study 1 explores the influence of CSR belief perceptions formed through usual CSR activities on CSR belief decline after a CSIR crisis and the moderating effect of CSR activity types. Higher CSR belief perceptions are formed through usual CSR activities that result in a large CSR belief decline. The moderating effect of CSR activity types on CSR belief decline is found. Volunteer activity has the strongest depending effect on CSIR crisis. Study 2 explores the influence of CSR belief perceptions formed through CSIR crisis on a CSR belief incline after CSR activities and the moderating effect of CSR activity types. The lower CSR belief perception after CSIR crisis results in a high CSR belief incline after CSR activities. The moderating effect of CSR activity types on CSR belief incline is found. Cause-related marketing has the strongest overcoming effect on a CSIR crisis.

Keywords

References

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