CSR활동 유형과 기업실패 일치성이 소비자 반응에 미치는 영향

Abstract

In this study, from the perspective of congruence, the existing mixed results were re-verified through the relationship between the type of CSR activity of a company and the failure of a company's CSR activity. Specifically, based on the perspective of congruence, this study is based on the type of CSR activity (environmental responsibility activity vs. social responsibility activities) and corporate CSR activities failure (environmental failure vs. after classifying it as social failure), it was verified whether the consumer response varies depending on the consistency between CSR activities and corporate CSR activities. In addition, it was verified what kind of moderating role the reputation of a company plays in these relationships. The results of this study are summarized as follows. In the type of CSR activities, social responsibility activities showed higher corporate attitudes and corporate images than environmental responsibility activities. In addition, the type of CSR activity, the failure of a company's CSR activity, and the 3-way interaction effect of corporate reputation were significant. In the case of high corporate reputation, social failure (match conditions in society) in social responsibility activities was higher in corporate attitude and corporate image than in the case of social failure (environmental-social mismatch conditions) in environmental responsibility activities. On the other hand, there was no difference in evaluation of corporate attitude and corporate image when environmental failure (match conditions in the environment) occurred in environmental responsibility activities (M=3.99) and environmental failure (social-environmental mismatch) in social responsibility activities.