The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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Effects of Corporate Social Responsibility (CSR) on Consumers' Food Purchasing Intention according to Purchasing Attributes

구매속성에 따른 기업의 사회적 책임활동이 소비자의 식품 구매의도에 미치는 영향

  • Park, Jung-Soo (Dept. of Traditional Dietary Life, Graduate School of Traditional Culture and Arts, Sookmyung Women's University) ;
  • Sim, Ki Hyeon (Dept. of Traditional Dietary Life, Graduate School of Traditional Culture and Arts, Sookmyung Women's University)
  • 박정수 (숙명여자대학교 전통문화예술대학원 전통식생활문화전공) ;
  • 심기현 (숙명여자대학교 전통문화예술대학원 전통식생활문화전공)
  • Received : 2014.08.29
  • Accepted : 2014.09.30
  • Published : 2014.10.31
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Abstract

This study investigated the effects that corporate social responsibility (CSR) had on the credibility and image of a food corporation by analyzing the purchasing intention and food purchases of consumers. This analysis was undertaken in an attempt to establish a marketing strategy that meets consumer demands, and the results showed that all CSR activities undertaken by the food corporation had a positive effect on the reliability and image of the corporation and on consumers' purchase intention. The results indicate that the ethical aspect of the CSR activities had the greatest effect while their charitable aspect had the least effect on the reliability and purchase intention of the customers regarding the food corporation. Thus, it appears that establishing of suitable ethical doctrines and guidelines for corporate management by food corporation is effective in emphasizing the ethical aspects of their policies through transparent management by means of fair trade.

Keywords

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