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

The Korean Society of Clothing and Textiles (한국의류학회)
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Exploring the Impact of Consumer Benefits and Altruistic Attitudes on Consumer Attributions and Donation Intentions

소비자 혜택 유형 및 타인지향 성향이 패션기업의 기부 활동에 대한 소비자 귀인과 기부 의도에 미치는 영향

  • Xi Chen (Dept. of Clothing and Textiles, Kyung Hee University) ;
  • Sojin Jung (Dept. of Clothing and Textiles, Kyung Hee University)
  • 진희 (경희대학교 의상학과) ;
  • 정소진 (경희대학교 의상학과)
  • Received : 2024.01.23
  • Accepted : 2024.04.16
  • Published : 2024.08.31
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Abstract

This experimental study aimed to investigate the determinants of fashion products donation intentions built on two consumer attributions: strategic and value-driven motives. While consumers may perceive that the underlying motivations of a firm's CSR initiatives are to sincerely help society, they may also believe that such initiatives are strategically motivated and that the firm only engages in CSR to improve its corporate image. Therefore, this study tested how extrinsic factors (consumer monetary and non-monetary- benefits for participating in a donation campaign) and intrinsic factors (i.e., altruistic attitudes) influenced perceived value- and strategic-driven motives, which in turn promote donation intentions. An analysis of 268 responses revealed that monetary benefits, such as offering discount coupons, increased consumers'perception of strategic motives, while non-monetary benefits, such as offering a ring and acertificate, enhanced their perception of value-driven motives. In addition, consumers who tended to have a positive altruistic attitude were more likely to perceive value-driven motives, and this orientation also directly increased donation intentions. These findings also confirmed that only value-driven motives promoted donation intentions. However, consumer benefits did not directly affect donation intentions. The findings of this study suggest valuable managerial implications as well as academic contributions.

Keywords

References

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