소비자 사회적 책임(CnSR)의 동기와 영향에 관한 연구

In the business environment, the standard of the exchange value between consumers and companies was mainly based on product efficiency or price, but recently, this standard has gradually changed to a socio-ethical relationship. As the scope of consumer trust has now expanded to the belief, that companies will conduct fair business and be socially responsible from the earlier belief in just the effectiveness of products, the concept of corporate social responsibility has emerged. Since then, corporate social responsibility has led to consumer social responsibility. This study tries to recognize consumer social responsibility as an active concept leading to active actions and contributing to social change, rather than a passive concept focusing on ethical consumption itself. Furthermore, in the current study, the motives that affect consumer social responsibility have been identified as instrumental, relational, and moral motives, and consumer social responsibility comprising consumer, community, society, and environmental responsibility has been observed to affect the purchase intention and actual purchase of eco-friendly products by the consumer. The results of the study's empirical test carried out on 200 questionnaires verified the significant relationship between instrumental/relational/moral motives, consumer social responsibility, purchase intention, and actual purchase.