기업의 사회적 책임활동 평가에 소비자의 내적 성향이 미치는 영향: 윤리적 정향, 반기업 정서, 윤리적 소비행동을 중심으로

This study examines whether the consumer’s assessment of corporate social responsibility activities depends on consumption-related personal characteristic(ethical orientation, anti-corporate sentiments, ethical consumerism). The motive of CSR activity and the corporate size are independent variables and the image of the corporate, the attitude to specific brand, and the purchase intention are dependent variables. An online experiment with 2×2(size & motive) between-subject and 3 within-subject(personal characteristics) mixed design was conducted to 125 university students. The results are as follows. Firstly, as a replication of the previous studies, the corporate size and the motive of CSR show the interaction effect between independent variables in people’s brand attitude. Secondly, only the main effect of the CSR motive was identified in estimating the image of the corporate. Thirdly, the interaction effect between corporate size and ethical orientation was identified in brand attitude, and the interaction effect between the motive of CSR and ethical orientation and the interaction effect between the corporate size and ethical orientation were significant in purchase intention. Fourthly, the 3-way interaction among corporate size, the CSR motive. Also, ethical orientation was identified in purchase intention. And lastly, the 3-way interaction effect among corporate size, the CSR motive, and anti-corporate sentiments was significant in purchase intention as well. Based on the results, the implication of the personal characteristics effect, especially, ethical orientation and anti- corporate sentiments was discussed.