참여형 CSR 활동의 사회적 영향에 관한 연구: 블랙야크 ‘명산100’ 챌린지 사례 중심으로

This study examines the strategic structure and social impact of participatory corporate social responsibility (CSR) through a qualitative case study of BlackYak’s “Myeongsan100” Challenge. Unlike traditional CSR focused on one-way donations, this research emphasizes social value creation through voluntary consumer participation. Employing Denzin’s (1989) interpretive interactionism and Stake’s (1995) case study approach, the analysis reveals multi-dimensional impacts across individual, community, and corporate levels. At the individual level, participants experienced physical health improvements, emotional growth, and self-efficacy enhancement, with mountain climbing serving as transformative life experiences (epiphany). At the community level, the program activated local economies through distributed tourism across 100 mountainous regions and fostered environmental consciousness. At the corporate level, GPS-based certification systems and community platforms strengthened brand experiences and customer relationships. With 259,254 cumulative participants over 12 years, the case demonstrates how participatory CSR transforms customers from passive beneficiaries into active co-creators of social value. The findings extend Porter and Kramer’s (2011) Creating Shared Value theory by incorporating experiential and relational dimensions, shifting CSR focus from firm-centric responsibility to consumer-centric value co-creation. This study contributes an experience-based CSR framework and offers practical implications for designing participatory strategies applicable across outdoor, tourism and consumer service industries.