소비자의 개인주의와 집단주의 성향이 자기희생적 환경 CSR의 영향에 미치는 차별적 효과: 한국인과 미국 백인의 차이를 중심으로

Collectivism/Individualism is a key to grasping the differential consumer responses to CSR across generations in contemporary Korea. The study adopts a perspective that individualist/collectivist selfconcepts coexist within an individual’s mind. To understand the differential effects of individualist/ collectivist self-concepts in CSR settings, <Study 1> utilized the “Worn Wear Program” of Patagonia and examined the relationships among ‘perceived self-sacrificial CSR’, ‘consumer gratitude’, and ‘consumer admiration’, focusing on moderation effects of individualist/collectivist self-concept between caucasian Americans and Koreans. <Study 1> discovered that both caucasian Americans and Korean consumers felt admiration to the company that had implemented self-sacrificial environmental CSR, which effect was partially mediated by consumer gratitude. Using Yuhan Kimberly’s environmental CSR, <Study 2> investigated the relationships among the aforementioned three constructs and consumer moral elevation, revealing that Korean consumers were morally elevated by self-sacrificial CSR, which was partially mediated by consumer gratitude and admiration. Interestingly, comparatively to caucasian Americans, Korean consumers with strong individualist self-concept showed a drastic increase in admiration as corporate sacrifice was highly perceived, which was the opposite tendency among consumers with strong collectivist self-concept. The results shed light on management, society as well as academics. Limitations and future research directions are also discussed.