기업의 사회적 책임활동, 기업-소비자 동일시, 기업이미지, 신뢰, 태도, 구매의도 간의 구조적 관계: 국내 커피브랜드를 중심으로

The purpose of this study was to examine the effect of CSR on the corporate-consumer identification, corporate image, trust, attitude, and purchase intention. A total of 486 questionnaires were used for the empirical analysis except for the questionnaire which was not suitable among 500 questionnaires. The results of this study are as follows: First, CSR activities of restaurant companies have positive effects on restaurant-consumer identification, corporate image and trust. Second, the image of the food service company affects the restaurant service-consumer identification and the trust in the food service company positively (+). Third, the image of restaurant company-consumer identification, restaurant company, and trust in restaurant business have a positive (+) effect on the attitude. Fourth, the attitudes toward the food service company-consumer identification, the food service company, and the trust in the restaurant service have a positive effect on the purchase intention. As a result of this study, the CSR activities of the food service companies were found to be multifaceted interaction among the result variables such as firm-consumer identification, corporate image, trust, attitude, and purchase intention that it has been tested the influence relationship. Since it is an incomplete strategy to rely on CSR performance measurement, CSR performance measurement will be the most effective clue in establishing CSR strategy. It is important to note that it is an effective medium for the growth of sustainable companies