사회적기업의 선한제품과 악한제품에 대한 소비자 태도: 사회적기업의 CSR 활동을 중심으로

A number of researches on Corporate Social Responsibility(CSR) in marketing has shown that CSR plays an important role in constructing the product attitude. However these works dealing with CSR have been interested in profit-making enterprise, but less interested in social-enterprise. Thus we examine how the social-enterprise CSR activities have impact on its product attitude, and which products are appropriate with respect to social-enterprise’s product portfolio. The products made by social enterprise are classified into a virtue and vice product according to consumer’s welfare. We examine the possibility that (1) the corporate association mediates the extent to which the CSR influences consumer’s product attitude. In addition, we test (2) which of the corporate association between business conduct image and social conduct image affects the each virtue and vice product’s attitude respectively. We also hypothesize that (3) these effects of the corporate association on the vice and virtue products differs from congruence between self concept and corporate association toward the CSR.