Consumer Perceptions of CSR Priorities: A Cross-National Comparison between South Korea and the U.S.*

• 발행기관: 한국무역연구원
• 저자명: Woo Jin Choi Jiyun Kang
• 간행물 정보: 『무역연구』제17권 제1호, 173~179쪽, 전체 7쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

Purpose While a considerable amount of research has been done in the corporate social responsibilities (CRS) literature;not many focus on how consumers define CSR and what type of activities are perceived as appropriate CSR activities for firms. To fill this gap in the literature;the current research seeks to explore how consumer perceptions of CSR activities vary at the country level;comparing Korean and the U.S. consumers. Design/Methodology/Approach Following Carroll’s (1979) model;we categorize firm CSR activities into four types: philanthropic;ethical;legal;and economic responsibilities. We compare how Korean and U.S. consumers perceive these four activities differently. Data collection was done simultaneously in Korea (N=89) and the U.S (N=127). Participants were asked to prioritize the four types of CSR activities;as well as indicate their perceptions of specific CSR activities. Findings The results show that Korean consumers consider the economic responsibilities of firms the more important than American consumers;whereas American consumers consider philanthropic and ethical responsibilities more important than economic responsibilities. In addition;legal responsibilities are ranked most important in both countries. Research Implications The findings of this research advance the understanding of CSR activities from the consumer perspective in the U.S. and South Korea. The difference in the consumer perceptions of the four types of CSR activities will provide helpful and practical insights to business managers in tailoring CSR activities for strategic purposes.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Conceptual Framework

Ⅲ. Survey

Ⅳ. Conclusions

키워드

Corporate Social Responsibility (CSR) Consumers’ Priority Korea The U.S