Journal of Families and Better Life (가정과삶의질연구)

Korean Home Management Association (가정과삶의질학회)
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The Effect of Social Responsibility Characteristics and Consumer Attitude on Purchasing Intention

사회적 책임 관련 특성과 소비자태도가 구매의도에 미치는 영향

  • Yu, Jiang Chuan (Department of Consumer Information Science, Konkuk University) ;
  • Lee, Seung Sin (Department of Consumer Information Science, Konkuk University)
  • Received : 2015.12.10
  • Accepted : 2016.02.02
  • Published : 2016.02.29
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Abstract

The goal of this study was to determine the effect of social responsibility characteristics and consumer attitude on consumer purchasing intention. And we used survey result data from 400 adults (200 males and 200 females) aged between 20 and 50 years for our research sample. Also, this study aims to look at the purchasing intention based on Fishbein's attitude model, in order to predict consumer purchasing behaviors on the products made by corporations that have good social responsibility. By using consumer consciousness of social responsibility and Consumer assessment on corporations' social responsibility, this study also intends to examine the ultimate effects on the intention. The following is a summary of the main results and suggestions. First, less than 30 percent of all consumers have experienced education on social responsibility, which is significantly low. Consumers' education experience had no effects on consumer purchasing intention. Consumers' education experience on social responsibility is surely related to purchasing intention, but gives no meaningful relations from the actual proof analysis, which is because of the problems of current consumer education programs. Government and official institutions, corporations, consumer groups should provide more educational opportunities than broadcast media, internet, school, and printed media. Second, according to the analysis result on Consumer consciousness of social responsibility, the assessment scores on social contribution and environmental protection are relatively lower than on consumer protection and energy resource saving. They tend to focus more on social responsibility related to individual interest rather than broader social responsibility as a member of society. Third, consumers have a positive attitude about corporation and its products made by corporations that have good social responsibility. Fourth, the most contributing factor on consumer purchasing intention is corporate consumer attitude. The next is product consumer attitude, Consumer consciousness of social responsibility, and Consumer assessment on corporations' social responsibility.

Keywords

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