소비자중심경영(CCM) 인증의 효과성 분석 -20대 소비자를 중심으로-

Purpose : This study aims to examine the effects of consumer education participation and participation-related experiences among consumers in their twenties on their level of awareness of the CCM system and the formation of corporate and product images. Research design, data, methodology : Data from 1,934 consumers in their twenties were drawn from the Korea Consumer Agency’s 2023 Consumer Life Indicators. The key variables included participation in consumer education, experience in consumer participation activities, awareness of the CCM certification system, image of CCM-certified companies, and image of CCM-certified products. Results : Consumers with experience in consumer education perceived CCM-certified companies and products more positively, viewing certified firms as trustworthy and proactive in complaint prevention and resolution, and certified products as reliable, safe, and high quality. Awareness of the CCM system and participation in consumer education had significant positive effects on both corporate and product images, whereas experience in consumer participation activities showed no statistically significant effects. Higher educational attainment was associated with more favorable perceptions of CCM-certified products. These findings highlight consumer education as a key driver of consumer-oriented management, with consumers in their twenties positioned as a crucial generation for the future diffusion of the CCM system. Conclusions : This study empirically demonstrates the importance of consumer education and participation activities in enhancing the effectiveness of the CCM certification system. Furthermore, it is significant in that it proposes practical directions for advancing consumer-oriented management from the perspective of consumers in their twenties.