Consumers’ Corporate Social Responsibility Perception and Anti-Consumer Awareness: Roles of Compassion and Corporate Social Responsibility Authenticity in South Korea
This study examines the effect of consumers’ perceptions of corporate social responsibility (CSR) on their anti-consumer awareness. Specifically, this study aims to uncover the mechanisms through which the consumer’s CSR perception relates to their formation of anti-consumer awareness. A survey desi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-07-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/13/8/622 |
| _version_ | 1797585435546877952 |
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| author | Sung-Hoon Ko Ji-Young Kim Yongjun Choi |
| author_facet | Sung-Hoon Ko Ji-Young Kim Yongjun Choi |
| author_sort | Sung-Hoon Ko |
| collection | DOAJ |
| description | This study examines the effect of consumers’ perceptions of corporate social responsibility (CSR) on their anti-consumer awareness. Specifically, this study aims to uncover the mechanisms through which the consumer’s CSR perception relates to their formation of anti-consumer awareness. A survey design was adopted to test this study’s hypotheses. We collected data from 310 consumers in South Korea and used path analysis and bootstrapping to test the hypotheses. Our results showed that consumers’ CSR perception is negatively related to their anti-consumer awareness. Notably, consumers’ perception of CSR activities is positively related to their perceptions of compassion toward organizations, which, in turn, is also positively associated with their perception of CSR authenticity. Furthermore, compassion and CSR authenticity serially mediate the negative relationship between CSR perception and anti-consumer awareness. Our findings shed light on the importance of engaging in CSR activities from consumers’ perspectives. Specifically, our findings suggest that organizations need to proactively engage in CSR activities with authenticity to maintain and even further their reputation among consumers. Furthermore, by demonstrating the psychological processes of how CSR activities translate into consumers’ attitudes toward the organizations, our study provides fruitful avenues for future research. |
| first_indexed | 2024-03-11T00:07:10Z |
| format | Article |
| id | doaj.art-1f33f37fac1149c98c17561d4c502f61 |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-11T00:07:10Z |
| publishDate | 2023-07-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-1f33f37fac1149c98c17561d4c502f612023-11-19T00:16:14ZengMDPI AGBehavioral Sciences2076-328X2023-07-0113862210.3390/bs13080622Consumers’ Corporate Social Responsibility Perception and Anti-Consumer Awareness: Roles of Compassion and Corporate Social Responsibility Authenticity in South KoreaSung-Hoon Ko0Ji-Young Kim1Yongjun Choi2Graduate School of Education, Kyonggi University, Suwon 16227, Republic of KoreaCollege of Business Administration, Hankuk University of Foreign Studies, Seoul 02450, Republic of KoreaCollege of Business Administration, Hongik University, Seoul 04066, Republic of KoreaThis study examines the effect of consumers’ perceptions of corporate social responsibility (CSR) on their anti-consumer awareness. Specifically, this study aims to uncover the mechanisms through which the consumer’s CSR perception relates to their formation of anti-consumer awareness. A survey design was adopted to test this study’s hypotheses. We collected data from 310 consumers in South Korea and used path analysis and bootstrapping to test the hypotheses. Our results showed that consumers’ CSR perception is negatively related to their anti-consumer awareness. Notably, consumers’ perception of CSR activities is positively related to their perceptions of compassion toward organizations, which, in turn, is also positively associated with their perception of CSR authenticity. Furthermore, compassion and CSR authenticity serially mediate the negative relationship between CSR perception and anti-consumer awareness. Our findings shed light on the importance of engaging in CSR activities from consumers’ perspectives. Specifically, our findings suggest that organizations need to proactively engage in CSR activities with authenticity to maintain and even further their reputation among consumers. Furthermore, by demonstrating the psychological processes of how CSR activities translate into consumers’ attitudes toward the organizations, our study provides fruitful avenues for future research.https://www.mdpi.com/2076-328X/13/8/622corporate social responsibility (CSR)CSR perceptioncompassionCSR authenticityanti-consumer awareness |
| spellingShingle | Sung-Hoon Ko Ji-Young Kim Yongjun Choi Consumers’ Corporate Social Responsibility Perception and Anti-Consumer Awareness: Roles of Compassion and Corporate Social Responsibility Authenticity in South Korea Behavioral Sciences corporate social responsibility (CSR) CSR perception compassion CSR authenticity anti-consumer awareness |
| title | Consumers’ Corporate Social Responsibility Perception and Anti-Consumer Awareness: Roles of Compassion and Corporate Social Responsibility Authenticity in South Korea |
| title_full | Consumers’ Corporate Social Responsibility Perception and Anti-Consumer Awareness: Roles of Compassion and Corporate Social Responsibility Authenticity in South Korea |
| title_fullStr | Consumers’ Corporate Social Responsibility Perception and Anti-Consumer Awareness: Roles of Compassion and Corporate Social Responsibility Authenticity in South Korea |
| title_full_unstemmed | Consumers’ Corporate Social Responsibility Perception and Anti-Consumer Awareness: Roles of Compassion and Corporate Social Responsibility Authenticity in South Korea |
| title_short | Consumers’ Corporate Social Responsibility Perception and Anti-Consumer Awareness: Roles of Compassion and Corporate Social Responsibility Authenticity in South Korea |
| title_sort | consumers corporate social responsibility perception and anti consumer awareness roles of compassion and corporate social responsibility authenticity in south korea |
| topic | corporate social responsibility (CSR) CSR perception compassion CSR authenticity anti-consumer awareness |
| url | https://www.mdpi.com/2076-328X/13/8/622 |
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