해외 CSR에 대한 모국 소비자의 평가 = Assessing How Foreign CSRs Affect Home Country Consumers

국문 초록 (Abstract)

본 연구에서는 소비자 관점에서 해외에서 수행한 CSR과 글로벌 NGO와의 협력 사업이 모국 소비자에 미치는 영향을 검증한다. 이를 위해 삼성전자와 현대자동차를 대상으로 2개 CSR대상(국내 vs. 해외) x 2개 NGO 기관(국내 vs. 외국)의 모두 4개 유형의 CSR활동에 대한 효과에 대해 서울 소재 25세 이상의 직장인을 대상으로 실험 조사를 진행하였다.
검증 결과, 첫째, 모국 소비자들은 전반적으로 우리 기업이 수행하는 해외 CSR 보다는 국내 CSR을 긍정적으로 평가하는 경향이 발견되었다. 그러나 모국 소비자의 해외 CSR에 대한 평가는 해당 기업의 글로벌성 인식이 높아지면 상대적으로 좋아진다는 것으로 발견되었다. NGO 유형과 관련하여서는, 모국 소비자들은 국내 기관와의 협력에 대해 다소 호의적으로 평가하였다. 그러나, 구매 의도와 관련하여서는 NGO의 국적에 따라 차이가 발생하지 않았다. 흥미로운 결과로서, 해외 CSR인 경우에는 외국 NGO보다는 국내 NGO와의 협력을 더 긍정적으로 평가하였다.

다국어 초록 (Multilingual Abstract)

This study is intended to empirically investigate how Korean consumers evaluate foreign CSRs conducted by Korean firms. Specifically, the study investigates the effects of domestic vs. foreign CSR targets & domestic vs. global NGO affiliations by employing a two-way 2-by-2 factorial design. Field experiments were carried out with adult consumers in Seoul aged over 25.
Our findings, first, suggest that Korean consumers perceive domestic CSRs more positively than foreign CSRs. But Korean consumers were found to respond more positively to foreign CSRs when the focal firm was perceived as a global firm. As regards to NGO affiliations, the study found that consumers were partially favorable towards domestic NGOs. However, interestingly, foreign CSRs with domestic NGOs were perceived more favorably than foreign CSRs with foreign NGOs.

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