Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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Empirical Analysis of the Relationship between Corporate Social Responsibility Initiatives and Consumer Responses

기업의 사회적 책임 활동과 소비자 반응 구조에 관한 실증 연구

  • Hoon Huh (Department of Business Management, BaekSeok Arts university)
  • 허훈 (백석예술대학교 경영학부)
  • Received : 2024.08.11
  • Accepted : 2024.08.28
  • Published : 2024.09.30
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Abstract

This study investigated the effects of social responsibility activities on consumer attitudes, product evaluation, corporate support, and corporate trust through structural equations and path analysis. Corporate social responsibility activities were divided into five areas: consumer and environmental protection, social contribution, cultural business, and economic responsibility, and the relative impact on consumer attitudes was considered. The results and strategic implications of this study are as follows. The same results as in previous studies confirmed that the performance of corporate social responsibility activities induces positive attitudes and behaviors of consumers. It proved that the performance of corporate social responsibility activities leads consumers to form a positive attitude, which can eventually be transferred to products and corporate images by a halo effect, leading to product evaluation, corporate support and trust. In addition, the composition dimension and measurement items of corporate social responsibility activities were re-verified, and from a consumer point of view, it was confirmed that social responsibility activities include not only economic activities, but also activities that contribute positively, such as social contribution, support for local and cultural projects, and actions that do not harm society as a whole, such as protecting consumer rights and protecting the environment.

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