기업사회공헌에 관한 소비자 인식

Abstract

This study is to examine consumers’ recognition and demand on the corporate social contribution, and to suggest to win-win social contribution programs for consumers, community, and also corporate. 687 consumers’ who responded the questionnaires answered that the level of the Korean corporate social contribution is “average”. They recognized that the main aims of Korean corporate to provide social programs are to improve corporate social image, to make more profits through increased sales, and get tax reduction. Respondents’ attitudes were that it is natural for corporate to return the part of their benefits to society. They also showed the attitude to respect the company with ethical management behaviors and lots of social responsibility. Consumers had much interests on social welfare, education and research, and environment as social contribution areas. Based on the consumers’ recognition, the study suggested for better corporate social contribution as follows: 1) to provide consumers with adequate information on corporate social contribution activities; 2) to develop strategic corporate social contribution based on consumers" demand and corporate business characteristics; and 3) to go with ethical management behaviors.