The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Evaluation of corporate social responsibility activities for fashion company's sustainable management - On the moderating effects of consumers' perceived fit and motivation -

패션기업의 지속가능경영을 위한 CSR 활동의 평가 - 지각된 적합성과 동기의 조절효과를 중심으로 -

  • Ju, Seong-rae (Dept. of Clothing and Textiles, Chonnam National University, Human Ecology Research Institute, Chonnam National University) ;
  • Chung, Myung-sun (Dept. of Clothing and Textiles, Chonnam National University, Human Ecology Research Institute, Chonnam National University)
  • 주성래 (전남대학교 의류학과 및 생활과학연구소) ;
  • 정명선 (전남대학교 의류학과 및 생활과학연구소)
  • Received : 2015.06.01
  • Accepted : 2015.08.03
  • Published : 2015.08.31
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Abstract

The social responsibility of fashion companies has become a crucial factor considering company image and awareness. Businesses have thus increased their CSR activities. However, few studies have shown clear and consistent results regarding the effectiveness of CSR activities. Therefore, this study focuses on the evaluation of the direct effect of CSR on trust and corporate reputation including its moderation by consumer's perceived fit and motivation. A total of 284 completed questionnaires were obtained from adult consumers in the fashion market with promotional leaflets for CSR activities as stimuli. The results were as follows. First, the dimensions for CSR activities were categorized as follows: Social welfare responsibility, environment protection, economic responsibility, social regulation compliance, customer protection, and culture and arts support. Further social regulation compliance, and economic and social welfare responsibilities positively affected corporate trust and reputation. Second, the main effect of perceived CSR activities and fit on corporate trust and reputation was significant, and the interaction effects of the social welfare, environment protection, and culture and arts support of CSR activities and fit were significant. Finally, the interaction effect of perceived CSR activities and motivation on corporate trust and reputation was not significant, but the main effect was significant. Implications of how to manage and enhance the effectiveness of CSR activities are offered.

Keywords

References

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