대학생의 소비자 시민성 유형이 기업의 사회적 책임 요구와 평가에미치는 영향: 소비자 이슈와 지역사회 참여 및 개발을 중심으로

The purpose of this study was to explore the role of consumer social responsibility on stimulating the corporate social responsibility. We identified the types of consumer citizenship of the undergraduate students and analyzed their effects on consumer demand for and assessment of the corporate social responsibility. Online survey collected data from 263 college students. For data analysis, K-mean cluster analysis, one-way ANOVA, Duncan multiple range test, chi-squared test, paired-test, and multiple regression analysis were conducted. The major findings were as follows. First, consumer citizenship was classified into the four types: ignorant, matured, passive, and anti-practical. Second, the levels of demand for and assessment of CSR were significantly different among the four types of consumer citizenship clusters. Third, gender, experience of internship, and the consumer citizenship clusters had a significant effect on the demand for corporate social responsibility; grades, region, and the consumer citizenship clusters had a significant effect on the assesment of the corporate social responsibility. Fourth, the gap between demand for and the assessment of CSR was largest for the matured consumer citizenship cluster, and smallest for the ignorant cluster. Based on the results, the implications for developing the consumer education program were suggested.