공유가치 창출의 진정성이 기업 이미지와 소비자 구매의도에 미치는 영향

초록

This study investigates whether the CSV activities conceptualized by Porter & Kramer have a positive impact on Korean consumers as corporate social responsibilities. In general, companies tend to hide their firm-serving motive of CSV activities and present it to consumers with only the public-serving motive. Focusing on the hidden firm-serving motive of CSV activities, this study compared the results of two groups by (1) when the respondents were informed that CSV had a firm-serving motive as well as a public-serving motive (Group A), (2) when the respondents were informed only of public-serving activities, hiding firm-serving interests (Group B), and (3) when the Group B were informed the hidden firm-serving motive like Group A as a secondary survey (Group B2). As a result, both Group A and Group B, in terms of the social and environmental values of CSV, were found to have a positive effect on the corporate image, and it was verified that this positive corporate image of the consumers also had a positive effect on the consumer purchasing intention. However, when it was revealed that public-serving activities were behaved for the purpose of firm-serving interests, that is, when consumers became suspicious of the sincerity of corporate social contributions, it was found that consumers' good image is rather declining.

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