장애인을 활용한 기업의 사회적 책임(CSR) 활동이 소비자의 인식에 미치는 영향

CSR (corporate social responsibility) has become an essential elements of corporate strategies not only as business strategies but also as ISO26000 guidance standard certifying the quality of ISO(International Organization for Standardization). Accordingly, CSR as a strategic tool of business management, various activities are developed and performed. Starting from philanthropy, CSR utilizing employees are highly evaluated by consumers. Recently CSR is expended to the area relating to disabled people. Disabled people are important target audiences of firms not only as vulnerable populations but also as consumers. However, the research on disabled people in Korea is very rare than advanced countries. The study aims to extend and improve current CSR theories and provide valuable implications for practitioners in the field, through the comparison of how CSR activities utilizing disabled people are perceived by disabled people and ordinary individuals. The study conducted a survey with all 268 respondents, 138 disabled and 130 ordinary people. The results identified the difference of perception on CSR types between disabled and ordinary people. Disabled people showed higher corporate attitude and purchase intention to employee volunteer type CSR. On the contrary, ordinary people showed higher corporate attitude and purchase intention to disabled people type CSR. It is understood that disabled people felt more authenticity to employee volunteer type CSR than disabled people type CSR. However, ordinary people felt more authenticity to disabled people type CSR than employee volunteer type CSR. These results implies that the perception to CSR activities of firms are different between consumer groups. Accordingly CSR activities should be strategically prepared and executed for different consumer groups.