CSR측면에서 기부금 지출과 기업선호도와의 관계 연구
CSR, Corporate Donations and Corporate Preference
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초록
본 연구는 최근 기업의 마케팅 전략 수립에서 매우 중요한 요소로 떠오르고 있는 기업의 사회적 책임(Corporate Social Responsibility: CSR) 측면에서 기업의 기부금 지출이 기업선호도에 미치는 영향을 분석하고 있다. 분석결과에 의하면, 기업의 사회공헌활동이 강하고, 그로 인해 기업들의 현금 및 현물 기부금액이 많은 기업일수록 일반인들의 기업선호도는 제고되고 있다. 기부금 지출규모와 기업선호도 간의 긍정적 상관관계는 직업별, 성별, 연령대별 어느 한 특성집단에 한정된 현상이 아닌, 일반적 현상임을 발견하였다. 특히 기업의 사회공헌활동이 기업선호도에 미치는 긍정적 효과는 취업(혹은 전직) 희망자들의 취업 기업선호도에서 강한 유의성을 지니고 있었다. 제품구매 선호도에서도 사회공헌활동이 긍정적인 효과를 미치고는 있지만 그 효과는 통계적으로 유의하지 않은 수준이다. 이러한 결과는 사회공헌활동이 기업가치에 직접적인 영향을 미치고 있지는 못하지만, 보다 장기적이고 간접적으로 기업가치에 영향을 미치고 있는 것으로 해석된다.
Abstract
This research analyzes whether firms that make more donations to society would elicit better corporate preferences from the public. Rather than directly investigating the relationship between corporate value and corporate social responsibility (CSR), we focus the effect of CSR on corporate preference in order to mitigate the causality problem. According to our analysis, variables related to the intensity of CSR efforts have a significant and positive impact on people’s preference for a given company. The positive impact of these variables on corporate preferences is indicative of the positive effect of the philanthropic efforts on business performance. This research has further found that the positive correlation between CSR and corporate preferences is a general phenomenon rather than the one confined to a specific profession, gender, or age. The positive impact of CSR, however, was not significant in regard to consumer product preference, while showing a strong significance in job preference among job seekers. This result indicates that CSR has a long-term, indirect effect on corporate value rather than producing an immediate outcome.
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