소비자생활협동조합의 사회적 책임 활동은 소비자의 구매의도를 이끄는가?

Abstract

The purpose of the study is to analyze the effect of social responsibility in a consumer’s cooperative on social connectedness, the purchase intention of organic foods, the consumer’s cooperative image and the joining presence of consumer’s cooperatives. The findings of the study were as follows: 1) Philanthropic activity which was a sub-dimension of corporate social responsibility and this had a significant positive effect on social connectedness. 2) Economic·ethical activity which was a sub-dimension of corporate social responsibility had a significant positive effect on social connectedness. 3) Social Connectedness had a significant positive effect on cooperative image and purchase intention. 4) Cooperative image had no significant effect on purchase intension. These research findings suggest that significant efforts to seek a direction for effective marketing strategies will contribute to a consumer's cooperative composed of socially responsible activities.