소비자의 개인주의와 집단주의 성향이 자기희생적 환경 CSR의 영향에 미치는 차별적 효과: 한국인과 미국 백인의 차이를 중심으로

Abstract

Collectivism/Individualism is a key to grasping the differential consumer responses to CSR across generations in contemporary Korea. The study adopts a perspective that individualist/collectivist self-concepts coexist within an individual’s mind. To understand the differential effects of individualist/collectivist self-concepts in CSR settings, 〈Study 1〉 utilized the “Worn Wear Program” of Patagonia and examined the relationships among ‘perceived self-sacrificial CSR’, ‘consumer gratitude’, and ‘consumer admiration’, focusing on moderation effects of individualist/collectivist self-concept between caucasian Americans and Koreans. 〈Study 1〉 discovered that both caucasian Americans and Korean consumers felt admiration to the company that had implemented self-sacrificial environmental CSR, which effect was partially mediated by consumer gratitude. Using Yuhan Kimberly’s environmental CSR, 〈Study 2〉 investigated the relationships among the aforementioned three constructs and consumer moral elevation, revealing that Korean consumers were morally elevated by self-sacrificial CSR, which was partially mediated by consumer gratitude and admiration. Interestingly, comparatively to caucasian Americans, Korean consumers with strong individualist self-concept showed a drastic increase in admiration as corporate sacrifice was highly perceived, which was the opposite tendency among consumers with strong collectivist self-concept. The results shed light on management, society as well as academics. Limitations and future research directions are also discussed.