기업의 사회적 책임(CSR) 활동과 CSR 진정성이 소비자의 지각된 품질, 브랜드 태도에 미치는 영향

초록

Nowadays, companies are trying to generate economic values with limited resources as well as to engage in CSR activities that make a greater contribution to the society. Also consumers do not want to see superficial CSR activities but a genuine one. However, there is a dearth of systematic research on CSR activities based on business characteristics, despite the increasing needs for a new concept of CSR which take both corporate competency and social needs into account. This study examines how CSR activities affect CSR authenticity, perceived quality and brand attitude, and finds differences resulted from different product categories in particular (e.g. pharmaceuticals, electronics, and foods). The results of the study showed that 1) ethical CSR and philanthropic CSR positively affect CSR authenticity in pharmaceuticals, electronics and foods. 2) The effects of ethical CSR on CSR authenticity were shown like following: foods > pharmaceuticals > electronics, and the effects of philanthropic CSR on CSR authenticity were in the order of pharmaceuticals > foods > electronics. The impact of economic CSR on CSR authenticity was statistically significant only in electronics. 3) CSR authenticity positively affects perceived quality in pharmaceuticals, electronics and foods, and CSR authenticity directly affects brand attitude in electronics and foods. However, in pharmaceuticals, CSR authenticity has influence on brand attitude through perceived quality. This study has a theoretical significance in that it confirms the importance of authenticity in the CSR activities and shows the difference in results according to the product categories. In addition, it has a practical significance in that it proposes the direction that a company should take in strategic CSR activities by showing that the CSR activities that are suited to the characteristics of the product categories can have a greater impact on consumers.

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