소비자 사회적 책임의 실천 실태 및 증대 방안 연구

The study aims to understand the implementation of consumer social responsibility by economic, political, social-environment, and information-technical domains from a macroscopic perspective, and propose plans for active implementation. In this study, the concept framework of consumer social responsibility was constructed using the PEST model, which is a macro- environmental analysis framework. The level of consumers’ implementation and its influence factors, and the ways to increase the level of implementation were identified. A total of 12 experts and 600 consumers surveyed via online. The survey showed that consumer implementation levels of social responsibilities are low in all categories except economic and environmental responsibility. Most individual responsibilities were deemed necessary, but they are evaluated not to be easy to practice. The two main motivations for consumer social responsibility are personal and household interests and social norm compliance, which are ambivalent. In order to enhance the implementation levels of consumer social responsibility, school consumer education should be strengthened along with public service advertisement campaigns, media reports, and adult consumer education. The study suggests effective solutions to improve consumer education and policies to increase consumer implementation levels of social responsibilities.