대학생 소비자의 확장된 소비자 역할 수행에 따른 기업의 사회적 책임에 대한 요구

As consumers who consider not only the individual profits but also the social and communal good, the roles of the consumers are expanding to social, political, and global levels. Therefore, the consumers who play the expanded consumer roles can be assumed to have more demands on the corporate social responsibility. This study categorized the expanded consumer roles into 3 levels of social, participating, and economic with 453 college students and analyzed if the consumer demand are different on the corporate social responsibility based on the type. The study results are shown in the following：First, the college consumers played the economic consumer roles the most and the participating types were slightly lower than the average. However, the demands on the corporate social responsibility were high. Second, the group analysis of the college consumers in the 3 different types of the expanded consumer roles, immature consumers with 47.6%, followed by mature consumers with 26.4%, and the individual consumers with 26.0%. The expanded consumer role fulfillment types were related to sex, age, grade, major, and economic independence. Third, based on the expanded consumer role fulfillment, all of the areas of corporation social responsibility demands showed a significant difference, where the mature consumer group that actively performs the expanded consumer roles had higher demands on the corporate social responsibility.