기업의 부정적인 사건 발생시 CSR 활동과 소비자의 지각된 기업위선과의 관계에 관한 연구

Abstract

This study examines the perception of corporate hypocrisy arising from corporate social responsibility activities and corporate crises. According to previous CSR studies, corporate social responsibility activities can mitigate negative evaluations from consumers that can occur in corporate crises. However, the positive image built through CSR activities can have a more negative impact depending on the type of company-related accident. In this case, consumers may feel a sense of betrayal and corporate hypocrisy towards the company, and it will have a negative impact on the company's CSR activities or business performance in the future. In this study, 4 scenarios were designed and studied to verify that there is a difference in perceived corporate hypocrisy depends on CSR activities and corporate crisis types. Result of this study are summarized as follows. First, corporate hypocrisy perceived by consumers was greater in criminal accidents than in corporate ability-type accidents in corporate crises. Second, corporate hypocrisy was greater when the type of CSR activity and the type of corporate crisis was congruent. Finally, this study shows that corporate hypocrisy has a negative effect on CSR authenticity and purchase intention. The findings suggest companies need to recognize the relationship between CSR activities and corporate crises and respond appropriately to negative reactions such as corporate hypocrisy. In this regard, theoretical and practical implications can be provided.