소비자 관점에서의 패션기업의 이상적 CSR과 실제적 CSR 비교

Abstract

Abstract This study investigates the gaps between ideal and actual corporate social responsibility (CSR) by com-paring levels of CSR perceptions and examining the relationship differences between CSR perception, per-ceived quality, and affective trust from a consumer perspective. Data from 315 adult samples were collectedthrough a nationwide online survey. In order to compare ideal and actual CSR, the study employed the ap-proach of latent means analysis (LMA) and multi-group comparisons within the framework of a structuralequation modeling (SEM). The result of latent means comparison showed significant differences of percep-tions on fashion CSR across ideal and actual contexts. Only actual economic CSR was evaluated higherthan in the ideal context and the effect size of inter-management CSR was the largest among seven do-mains. Multi-group SEM revealed a significant discrepancy between ideal and actual CSR structural modelsthat exhibited relationships of CSR perception, perceived quality, and affective trust. The paths from inter-nal management and ethical CSR to perceived quality and from economic and philanthropy CSR to affec-tive trust were different across ideal and actual contexts. Implying the understanding of consumer CSR per-ceptions and the mediating role of perceived quality, this study suggests that marketers narrow the gap bet-ween ideal and actual CSR.Key words: Corporate social responsibility, Perceived quality, brand trust; 기업의 사회적 책임, 지각적 품질, 브랜드 신뢰