Dual Path Model in Consumer Attitude Formation According to the Retailing CSR Activities: Focused on CSR Motivation Factor/A>

Abstract

Customers, nowadays, keep their eyes not only on what companies are selling, but also on what companies are doing for the society where the customers are sharing their lives. With these changes of customers' point of view, companies couldn't help developing various strategies to attract customers. Thereby, retail companies are allocating great amount of budget under the name of corporate social responsibility (CSR). The activities, however, do not reach the acceptable level in the consumers' side, inevitably leading to unsatisfied results from intended CSR purposes. Many of previous management theses have attempted to adopt CSR issues as their main research points in various academic areas. In most of the empirical studies, however, factors of CSR motivations and CSR activities have been single-dimensional, which couldn't properly explain or examine the impact and influences of factors related to CSR motivations and activities (1). Hereby, this study is aiming to identify measures in reasoning motivations and activities of corporate social responsibility contributing on consumers' attitude formation, by overcoming the limitation of a single-dimensional factor research model that has been conducted in the previous studies.