외국 기업의 사회적 책임에 대한 소비자 기대에 관한 실증 연구 -유럽 자동차 업체를 중심으로- = Corporate Social Responsibilities Expected from Foreign Firms by Korean Consumers: An Empirical Analysis with European Automobile Firms

다국어 초록 (Multilingual Abstract)

This study is intended to empirically investigate consumer expectations of corporate social responisbilities (CSRs) by foreign firms operating in Korea. First, the study tested if a higher level of CSRs is expected from foreign firms vis-a-vis domestic firms. Second, we examined determinants of CSR expectations for foreign firms. As such determinants, consumer attitudes toward the parent country, personal self-enhancement values, self-transcendence values, and the level of situational involvement with social issues were examined. Surveys were conducted with 163 individuals for European automobile firms. The findings suggest that Koreans expect a higher level of CSRs from foreign firms vis-a-vis domestic firms. In addition, the level of expectations for economic CSRs of foreign firms were influenced by personal self-enhancement values, while legal, ethical, philanthropic CSRs expectations were affected by Korean attitudes toward the parent country and the level of situational involvement. Finally, economic CSR expectations were found to influence expectations of legal, ethical, and philanthropic CSRs.

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