한국 패션기업의 전략적 CSR 수행에 있어 소비자의 CSR 기대 반영 양상

Abstract

Abstract The importance of Corporate Social Responsibility (CSR) implementation is increasing and CSR activityhas become a core activity for firms. The increase on CSR activity expenditures also increases the need forstrategic. When firms implement CSR strategically, firms need to consider consumers' perspectives towardCSR. This research investigated how Korean fashion companies integrate consumers' CSR expectations intoCSR implementation. Through a qualitative study, we researched a firm's consideration of consumers whichare reflected in detailed procedures of CSR implementation. We conducted in-depth interviews with execu-tives and managers in charge of CSR and found the following results. First, motivations for CSR implem-entation were both strategic and moral along with consumers who play a crucial role in CSR motivation.Second, firms conducted various strategic CSR activities differentiating themselves using a specific resource.Third, self-CSR evaluation was not active and structured. Few companies were collecting consumer respon-ses to CSR activities. Last, executives and managers have difficulties to perform CSR activities due to gapsbetween ethical consumption consciousness and the ethical consumption behavior, measurement of CSR ef-fect, and lack of understanding of strategic CSR. The results of our study show that firm's consideration ofconsumers is insufficient despite executives and managers who strongly agree with the need for strategic CSR.Key words: Strategic CSR, Korean fashion companies, Consumer, In-depth interview; 전략적 CSR, 한국패션기업, 소비자, 심층면접