사회적 책임 패션기업 지지에 대한 친환경 행동의 영향

This study analyzes the effect that environmentally friendly consumer behavior has on the support for companies committed to corporate social responsibility (CSR). Environmentally friendly behavior can be categorized into both active and conscious behavior. Consumers who have active behavior purchase eco-friendly products even if they have to bear higher degrees of inconvenience. Environmentally conscious behavior leadsto conscious recycling habits, like reusing goods. The perceived social pressure to have environmental concerns plays a moderating role between environmentally friendly behavior and support for companies committed to CSR. An online survey conducted for people in their 20s-50s produced 385 data samples. These were analyzed by way of confirmatory factor analysis, hierarchical multiple regression, and two-way ANOVA. The results found that the difference in the level of environmentally friendly behavior among consumers ultimately led to the difference in support for socially responsible companies. Accordingly, higher levels of such behavior had a greater effect on consumers to purchase products made by these companies. In addition, perceived normative social pressure moderated the effect of environmentally friendly behavior on the support for socially responsible companies.