기업의 사회적 책임활동이 제품 및 기업평가에 미치는 영향 = 신뢰의 매개역할을 중심으로

국문 초록 (Abstract)

많은 기업들에게 기업의 사회적 책임활동은 지속가능경영을 위한 필수항목이다. 이와 관련해 본 연구는 Carroll(1979)의 정의를 바탕으로 기업의 사회적 책임활동이 제품 및 기업평가에 긍정적인 영향을 미치는 것에 대한 심리적 메커니즘을 찾고자하였다. 이러한 심리적 기제와 관련해 본 연구에서는 기업의 사회적 책임활동이 해당 기업에 대한 신뢰를 유발시키기 때문에 제품 및 기업평가에 긍정적인 영향을 미침을 제안하고자한다. 그리고 이에 한 걸음 더 나아가 신뢰의 차원을 `전문성 신뢰`와 `호의성 신뢰`로 구분하여 기업의 사회적 책임차원이 각각 두 신뢰에 어떠한 차별적 영향을 미치는지를 고찰하였다. 구체적인 결과를 살펴보면, 기업의 경제적 책임활동 노력은 전문성에 기초한 신뢰와 호의성에 기초한 신뢰를 매개로 제품 및 기업평가에 긍정적인 영향을 미치는 것으로 나타났다. 다시 말해서 기업의 경제적 책임활동 노력이 높으면 소비자들은 해당 기업에 대하여 전문성에 기초한 신뢰와 호의성에 기초한 신뢰를 형성하여 해당 기업 및 그 기업의 제품에 긍정적인 평가를 내린다는 것이다. 그러나 기업의 법률적 책임활동과 윤리적 책임활동, 그리고 자선적 책임활동 노력은 모두 호의성에 기초한 신뢰형성에만 긍정적인 영향을 미치는 것으로 나타났다. 이러한 결과는 기업의 법률적 책임활동과 윤리적 책임활동, 그리고 자선적 책임활동이 해당 기업에 대한 전문성 신뢰가 아닌 호의성 신뢰를 매개로 해당 기업 및 제품에 긍정적인 영향을 미쳤다는 사실을 제시해준다. 결과적으로 본 연구는 기업들에게 우리 사회가 인지하는 사회적 책임활동 차원에 대한 각 부분을 이해시킴으로서 자신들의 수익자원을 효율적으로 배분하거나, 또한 기업의 신뢰형성에 결정적이고, 실무적인 도움을 제공해줄 것이다.

다국어 초록 (Multilingual Abstract)

According to the great economist Milton Friedman, corporate has only one responsibility that is economic responsibility making a profit while observing the law. Market economy would result in improved efficiency and increased economic results. However, corporate efficiency-oriented activities may exert detrimental impact on well-beings of society through environmental pollution, depletion of natural resources and exploitation of labor in under developed countries. Business entities exist within a market society. Their activities influence the society and at the same time are influenced by the society. Corporate is not separated from society. Since the globalization process starting 1990s, society witnessed the movement of environmental and social sustainability. Consumers and investors have been asking corporate to conduct socially responsible actions such as producing environmentally-friendly products, embodying product with socially responsible attributes, fair labor conditions in developing countries etc. Business integrates social demands into its management. It is not new that today`s business organizations are expected to exhibit ethical and moral management and to carry out social responsibility as a good corporate citizen. Since South Korea emerged as a newly industrialized country during the 1980s, Korean corporations have become active in carrying out their social responsibility as a good corporate citizen to society. In spite of the short history of corporate social responsibility, Korean companies have actively participated in corporate philanthropy. Corporations` significant donations to various social causes, no-lay-off policies, corporate volunteerism and green marketing are evidences of their commitment to corporate citizenship. Corporate social responsibility is now an essential management practice whereby corporation can strengthen its sustainable value creation processes by enhancing the trust assets underlying the relationships between the business and the stakeholders. A critical but elusive issue in corporate social responsibility research has been the impacts of a company`s social initiatives on the consumers` evaluation of product and corporation. Researchers in the area of management have studied the relationship between corporate social performance and business performances. These researchers explored a direct relationship either between CSR and its financial successes. However, the results of these studies were inconclusive and inconsistent. In the area of Marketing, studies have been conducted to estimate the effects of CSR on consumers` product evaluation and corporate evaluation. The results of these studies were not conclusive either. Different from the past studies, in this study we postulates that the consumers` trust play an essential mediating role in the relationship between the four dimensions (economic, legal, ethical, and philanthropic) of corporate social responsibility activities (Carroll,1979) and the product/corporate evaluation. Trust is conceptualized into two different forms: expertise-based trust and benevolence-based trust. A model integrating four dimensions of CSR, two forms of trust, and the product/corporate evaluation is tested using data of 384 young consumers. The results of data analysis show that the corporate economic responsibility positively influences on the expert-based trust and benevolence-based trust. However, the corporate legal, the corporate ethical, and the corporate philanthropic responsibility have a significant impact not on the expert-based trust but only on the benevolence-based trust. Finally, our results indicate that the expert-based trust and the benevolence-based trust both have a significant influence on the product evaluation and on the corporate evaluation. Thus, this study demonstrates that trust indeed plays a mediating role between CSR and the product/corporate evaluation. The results of this study will help corporations to understand the rela

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