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다국적기업의 글로벌 CSR 프로그램의 소비자효과 분석: CSR 대상, NGO 그리고 모국이미지 요인 중심으로

Assessing the Effectiveness of Global CSR by Multinational Firms with CSR targets, NGO Affiliations, and Home Country Image

김경애|한충민|손성범
한국국제통상학회 (The Korean Association of Trade and Industry Studies)|2016.12|국제통상연구 (Journal of International Trade and Industry Studies)|제21권 제4호|pp. 51-80

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참고문헌

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다국적기업CSRNGOcountry image국가 이미지.multinational firms
주제분류무역학

초록

본 연구는 소비자 관점에서 국내에 진출한 유럽과 일본 다국적기업을 대상으로CSR 대상(국내 vs. 해외) 그리고 협력 NGO의 유형(국내 vs. 외국)에 따른 CSR 효과를 검증하고자 한다. 구체적으로 2개 국가 × 2개 CSR 대상 × 2개 NGO 기관의모두 8개 유형의 CSR 활동에 대한 효과를 비교한다. 이를 위해서 서울 소재 25세이상의 직장인을 대상으로 실험 조사가 진행되었다. 검증 결과, 소비자들은 다국적기업의 CSR의 대상이 국내이든 해외이든 차별을두지 않는 것으로 나타났다. 반면에, 소비자들은 다국적기업의 CSR이 글로벌NGO와 함께 수행되었을 때, 더 긍정적으로 반응하였다. 이와 함께, 비호의적 모국 이미지를 가지고 있는 다국적기업의 CSR은 호의적 국가이미지의 기업보다 소비자에게 주는 효과가 상대적으로 큰 것으로 발견되었다. 동시에 모국 이미지는CSR 대상과 NGO 유형에 따른 CSR 효과를 조절하는 것으로 나타났다. 구체적으로, 비호의적 이미지를 가지고 있는 기업이 국내 CSR을 수행할 때, 그리고 국내NGO와 연계할 때 소비자들이 더 긍정적으로 반응하였다.

Abstract

This study is intended to empirically investigate how CSR targets, NGO affiliations, and home country image affect consumer responses towards CSR by multinational firms in Korea. The study employs a three-way 2-by-2-by-2 factorial design. Field experiments were carried out with adult consumers in Seoul aged over 25. Our findings, first, suggest that consumers perceive foreign CSR as important as domestic CSR. However, consumers responded more positively towards CSR carried out with international NGOs. In addition, consumers were found to react more positively CSR by Japanese firms with an unfavorable country image. This country effect was shown to be greater with domestic CSR targets and domestic NGOs.

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