본문 바로가기
KERD
논문KCI 등재

스포츠조직의 사회공헌활동에 대한 소비자 반응: 도덕 감정을 중심으로

Consumer responses to sport organizations’ corporate social responsibility initiatives: A focus on moral emotions

곽대희
국민체육진흥공단 한국스포츠과학원 (Korea Institute of Sport Science)|2017.12|체육과학연구 (Korean Journal of Sport Science)|제28권 제4호|pp. 795-807|DOI 10.24985/kjss.2017.28.4.795

0

조회

0

다운로드

5

인용

0

참고문헌

키워드

moral emotions도덕 감정기업의 사회적 책임corporate social responsibility소비자 행동consumer behaviorsocial impact사회적 영향social marketing사회적 마케팅
주제분류체육

초록

[목적] 스포츠는 기업의 사회적 책임(CSR) 캠페인을 위한 발판으로 각광을 받아 왔다. 점점 많은 수의 선수와 팀, 스포츠 조직이 CSR 캠페인을 펼치면서 사회적 책임에 대한 인식을 고취하고 있으며, 또 다양한 사회적인 문제(질병 예방, 건강 증진 등)에 대한 대중의 관심을 높이고, 이를 해결하기 위해 CSR 캠페인을 전개하고 있다. 그러나 선행 연구의 대부분은 이러한 활동이 조직에 어떠한 혜택을 가져다주는지에 초점을 두었고, 커뮤니티나 소비자에게 제공하는 혜택에 대해서는 많은 관심을 갖지 않았다. 이에, 본문에서는 스포츠 조직이 전개하는 CSR 캠페인에 소비자들이 어떻게 반응하고, 더 나아가 사회적 책임 활동에 동참하는데 어떠한 심리적 메커니즘이 작용하는지를 이론적으로 고찰하고자 한다. [방법] 기존 도덕 심리, CSR 분야의 문헌 고찰을 통해 소비자의 CSR 반응과 친사회적 행동을 설명하는 핵심 메커니즘을 살펴보고자 했다. [결과] CSR의 사회적 가치 확산이라는 맥락에서 볼 때 소비자가 경험하는 도덕 감정이 매우 중요한 처리 메커니즘 (processing mechansim)이 될 수 있다. 도덕 감정은 친사회적 활동을 촉진할 수 있는 중요한 동인이 될 수 있다. [결론] 본 논문은 소비자행동의 관점에서 스포츠 조직이 전개하는 CSR 활동이 어떻게 소비자의 친사회적 행동을 촉진할 수 있을지에 대한 이론적 토대를 마련하는 것으로 CSR 반응의 메커니즘을 연구해야 한다는 요구(cf. Aguinis & Glavas, 2012)에 부응하고 있다.

Abstract

[Purpose] Sport has become a popular platform for corporate social responsibility (CSR) campaigns. Growing numbers of athletes, teams, and organizations are engaging in CSR campaigns to promote awareness and behaviors to support CSR campaigns addressing pressing social issues (e.g., disease prevention, health promotion, etc.). However, much of the previous work has focused on whether such initiatives benefit the organization, but not the community. The present paper provides theoretical explanations on the psychological mechanism that can demonstrate how consumers respond to CSR campaigns initiated by a sport organization. [Method] In particular, existing literatures in moral psychology and CSR have been reviewed to identify an explanatory mechanism that promote prosocial behavior among sport consumers. [Results] The present paper posits that moral emotion is a central processing mechanism explaining the link between CSR and socially responsible behaviors in consumers. The paper also provides a theoretical account to explain how moral emotions are evoked in the CSR context and how they can prompt prosocial behaviors. [Conclusion] This paper adds to the literature by answering the call for the need to understand underlying mechanisms linking CSR with positive social outcomes (cf. Aguinis & Glavas, 2012).

참고문헌 (60)

  1. Aguinis, H., "What we know and don’t know about corporate social responsibility : A review and research agenda", Journal of Management, 38, pp.932~968 (2012)
  2. Babiak, K., "More than just a game? Corporate social responsibility and Super Bowl XL", Sport Marketing Quarterly, 15(4), pp.214~222 (2006)
  3. Bagozzi, R. P., "The role of emotions in marketing", Journal of the Academy of Marketing Science, 27, pp.184~206 (1999)
  4. Bagozzi, R. P., "Public service advertisements : Emotions and empathy guide prosocial behavior", Journal of Marketing, 58, pp.56~70 (1994)
  5. "The truth about corporate pinkwashing" (2014)[URL]
  6. Barone, M. J, "Consumer response to retailer use of cause-related marketing : Is more fit better?", Journal of Retailing, 83(4), pp.437~445 (2007)
  7. Barrett, K. C., "Self-conscious emotions: The psychology of shame, guilt, embarrassment, and pride", pp.25~63 (1995), Guilford Press
  8. Basil, D. Z., "Guilt and giving : A process model of empathy and efficacy", Psychology and Marketing, 25, pp.1~23 (2008)
  9. Becker-Olsen, K. L., "The impact of perceived corporate social responsibility on consumer behavior", Journal of Business Research, 59, pp.46~53 (2006)
  10. Bigné-Alcañiz, E., "Consumer behavioural intentions in cause-related marketing. The role of identification and social cause involvement", International Review on Public and Nonprofit Marketing, 7, pp.127~143 (2010)
  11. Callan, S. J., "Corporate financial performance and corporate social performance : an update and reinvestigation", Corporate Social Responsibility and Environmental Management, 16(2), pp.61~78 (2009)
  12. Cecchetto, C., "Emotional reactions in moral decision-making are influenced by empathy and alexithymia", Social Neuroscience, pp.1~15 (2017)
  13. Darke, P. R., "The defensive consumer : advertising deception, defensive processing, and distrust", Journal of Marketing Research, 44, pp.114~127 (2007)
  14. Dunn, E. W., "Spending money on other promote happiness", Science, 319, pp.1687~1688 (2008)
  15. Eisenberg, N., "Handbook of moral behavior and development", pp.63~88 (1991), Lawrence Erlbaum Associates
  16. Emmons, R. A., "Gratitude as a human strength : Appraising the evidence", Journal of Social and Clinical Psychology, 19, pp.56~69 (2000)
  17. Fatma, M., "Consumer perspective on CSR literature review and future research agenda", Management Research Review, 38, pp.195~216 (2015)
  18. Ferguson, J. L., "Judging fairness of price increases following a disaster", Journal of Business Ethics, 98, pp.331~349 (2011)
  19. Grappi, S., "Consumer stakeholder responses to reshoring strategies", Journal of the Academy of Marketing Science, 43(4), pp.453~471 (2015)
  20. Greene, J. D., "Moral tribes: emotion, reason, and the gap between us and them" (2013), Penguin Press
  21. Haidt, J., "The emotional dog and its rational tail : A social intuitionist approach to moral judgment", Psychological Review, 108, pp.814~834 (2001)
  22. Haidt, J., "Handbook of affective sciences", pp.852~870 (2003), Oxford University of Press
  23. Haidt, J., "The righteous mind: Why good people are divided by politics and religion" (2012), Vintage Books, A Division of Random House, Inc
  24. Hardy, S. A., "Identity, reasoning, and emotion : An empirical comparison of three sources of moral motivation", Motivation and Emotion, 30, pp.205~213 (2006)
  25. Harvey, J. A., "The power of pink: cause-related marketing and the impact on breast cancer", Journal of the American College of Radiology, 6, pp.26~32 (2009)
  26. Hoffman, M. L., "Altruism and helping behavior: Social, personality, and developmental perspectives", pp.41~63 (1981), Hillsdale
  27. Huhmann, B. A., "A content analysis of guilt appeals in popular magazine advertisements", Journal of Advertising, 26(2), pp.35~45 (1997)
  28. Inoue, Y., "Sport teams as promoters of pro-environmental behavior : An empirical study", Journal of Sport management, 26(5), pp.417~432 (2012)
  29. Irwin, R. L., "Cause-related sport sponsorship : An assessment of spectator beliefs, attitudes, and behavioral intentions", Sport Marketing Quarterly, 12(3), pp.131~139 (2003)
  30. Kim, J. E., "The impact of moral emotions on cause-related marketing campaigns : A cross-cultural examination", Journal of Business Ethics, 112, pp.79~90 (2013)
  31. Kim, K. T., "The impact of cause-related marketing(CRM)in spectator sport", Journal of Management & Organization, 16(4), pp.515~527 (2010)
  32. King, S., "Pink ribbons, Inc.: Breast cancer and the politics of philanthropy" (2006), University of Minnesota Press
  33. Klein, J. G., "Why we boycott : consumer motivations for boycott participation", Journal of Marketing, 68(3), pp.92~109 (2004)
  34. "Moving beyond CSR: The business of social change" (2012)[URL]
  35. Kwak, D. H., "Handbook of sport and corporate social responsibility", pp.285~297 (2013), Routledge
  36. Kwak, D. H., "Can an organization's philanthropic donations encourage consumers to give? The roles of gratitude and boundary conditions", Journal of Consumer Behaviour, 15, pp.348~358 (2016)
  37. Lazarus, R. S., "Cognition and motivation in emotion", American Psychologist, 46, pp.352~367 (1991)
  38. Lee, S. P., "Developing an instrument to measure the social impact of sport : social capital, collective identities, health literacy, well-being and human capital", Journal of Sport Management, 27(1), pp.24~42 (2012)
  39. Lii, Y. S., "Doing right leads to doing well : When the type of CSR and reputation interact to affect consumer evaluations of the firm", Journal of Business Ethics, 105(1), pp.69~81 (2012)
  40. Loewenstein, G., "The heat of the moment: Modeling interactions between affect and deliberation", Unpublished manuscript, ~ (2007)
  41. Luo, X., "Corporate social responsibility, customer satisfaction, and market value", Journal of Marketing, 70(4), pp.1~18 (2006)
  42. Mascolo, M. F., "Self-conscious emotions: The psychology of shame, guilt, embarrassment, and pride", pp.64~113 (1995), Guilford Press
  43. McCullough, M. E., "Is gratitude a moral affect", Psychological Bulletin, 127(2), pp.249~266 (2001)
  44. Metcalfe, J., "A hot", cool-system analysis of delay of gratification : Dynamics of willpower, 1999, pp.106(1), 3~19
  45. Nan, X., "Consumer responses to corporate social responsibility(CSR)initiatives : Examining the role of brand-cause fit in cause-related marketing", Journal of advertising, 36(2), pp.63~74 (2007)
  46. "The sustainability imperative: New insights on consumer expectations" (2015)[URL]
  47. Parguel, B., "How sustainability ratings might deter ‘greenwashing’ : A closer look at ethical corporate communication", Journal of Business Ethics, 102(1), pp.15~28 (2011)
  48. Patel, J. D., "Consumers’ responses to cause related marketing : moderating influence of cause involvement and skepticism on attitude and purchase intention", International Review on Public and Nonprofit Marketing, 14(1), pp.1~18 (2017)
  49. Pavey, L., ""I help because I want to, not because you tell me to"empathy increases autonomously motivated helping", Personality and Social Psychology Bulletin, 38(5), pp.681~689 (2012)
  50. Romani, S., "Explaining consumer reactions to corporate social responsibility : The role of gratitude and altruistic values", Journal of Business Ethics, 114(2), pp.193~206 (2013)
  51. Roy, D. P., "Consumer attitudes toward cause-related marketing activities in professional sports", Sport Marketing Quarterly, 12(3), pp.163~172 (2003)
  52. Schwarz, N., "Handbook of theories of social psychology", pp.289~308 (2011), Sage
  53. Skarmeas, D., "When consumers doubt, watch out! The role of CSR skepticism", Journal of Business Research, 66, pp.1831~1838 (2013)
  54. Smith, A. C., "Sport as a vehicle for deploying corporate social responsibility", Journal of Corporate Citizenship, 25(1), pp.43~54 (2007)
  55. Smith, R. W., "More for the many : The influence of entitativity on charitable giving", Journal of Consumer Research, 39, pp.961~976 (2013)
  56. Spangenberg, E., "Partners for the cause: Sports philanthropy provides a grand stage and a powerful alliance to deliver awareness for nonprofits", Street &Smith’s Sports Business Journal, 17 (2013)
  57. Tangney, J. P., "Moral emotions and moral behavior", Annual Review of Psychology, 58, pp.345~372 (2007)
  58. Tracy, J. L., "The psychological structure of pride: A tale of two facets", Journal of Personality and Social Psychology, 92(3), pp.506~525 (2007)
  59. Walker, M., "Do fans care? Assessing the influence of corporate social responsibility on consumer attitudes in the sport industry", Journal of Sport Management, 23(6), pp.743~769 (2009)
  60. Weiner, B., "Social motivation, justice, and the moral emotions: An attributional approach" (2006), Lawrence Erlbaum Associates

관련 논문AI추천

프로스포츠 선수의 비윤리적 사건과 사회공헌 활동의 효과이명우스포츠윤리연구소 · 스포츠와 윤리2021 · 제1권 제2호스포츠 소비자의 시간조망과 윤리 감정이 스포츠 조직의 윤리성 판단에 미치는 영향이준성, 최명경국민체육진흥공단 한국스포츠과학원 · 체육과학연구2021 · 제32권 제1호프로스포츠 구단 사회적 책임 활동(CSR)의 수혜자 메시지 소구가 팀 충성도에 미치는 영향안준상, 양준선국민체육진흥공단 한국스포츠과학원 · 체육과학연구2023 · 제34권 제3호프로스포츠구단 CSR활동의 적합성 인식이 스포츠팬의 태도와 행동의사에 미치는 영향박상윤, 장경로국민체육진흥공단 한국스포츠과학원 · 체육과학연구2010 · 제21권 제3호스포츠팀의 사회적 책임 활동에 관한 연구송영식, 이혜인, 황용철한국상품학회 · 상품학연구2012 · 제30권 제1호기업의 사회적 책임활동이 구매의도에 미치는 영향 —반기업정서를 중심으로—강낙중, 조상리대한경영정보학회 · 경영과 정보연구2019 · 제38권 제1호

이 간행물의 다른 논문 (20건)

노인 여성의 근감소증과 비만에 따른 체력, 생활습관병 지표 및 근육의 생화학적 특성의 비교 분석이만균, 조현석, 정원상pp. 808-823이중 과제 수행이 계단 오르기 시 보행 수행 능력에 미치는 영향김성민pp. 824-833과제의 정확성 제약과 감각정보의 왜곡이 연속적인 움직임 수행에 미치는 영향이지항, 송용관, 최상협, 이경현pp. 834-850타이틀스폰서십 인지과정에 의한 스폰서십효과 연구: 수단-목적사슬이론을 중심으로정정희, 박세혁pp. 851-866컨조인트 분석을 이용한 체험형 승마관광 선택속성 연구장원용, 윤여경, 조광민pp. 867-880
원문 보기