공기업의 사회적 책임 활동이 소비자의 기업 평가에 미치는 영향

This study examines whether CSR (corporate social responsibility) activities of the public sector affect on its corporateevaluation in their perspective of consumers. Both public and private sectors are being encouraged to conductthe CSR activities in the four dimensions of economic, legal, ethical, and philanthropic responsibility. While many previousstudies have examined the relationship between CSR and corporate’s business performance, these studies focuson the private companies, not the public sector. In this paper, we offer a consumer-side study about the effect ofCSR on the corporate evaluation on the public sector. The purpose of this study is to understand the effect of fitof CSR activity, perceived engagement, and perceived authenticity on the consumer’s corporate evaluation of the publicsector. We conducted two quasi-experiments involving 223 respondents using the actual CSR cases of two Koreanpublic sectors. As a result, consumer’s perception of engagement and authenticity about the CSR of public sector affectsthe corporate evaluation in a positive way. The 3-way interaction effect among fit of CSR activity, perceived engagement,and perceived authenticity was significant in corporate evaluation. To achieve successful CSR of the public sector,the public organizations need to increase the communication with their consumers and to implement the strategicCSR activities which can improve the consumer’s perception of authenticity about CSR.