본문 바로가기
KERD
논문KCI 등재

기업의 비윤리적 행동이 소비자에게 미치는 영향 : 행동유형, 제품유형, 소비자 특성을 중심으로

The Effect of Unethical Firm Behaviors on Consumers : Focusing on Behavior Type, Product Type, and Consumer Characteristics

김나민
한국전략마케팅학회 (Korean Strategic Marketing Association)|2017.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제25권 제3호|pp. 83-105|DOI http://dx.doi.org/10.21191/jms.25.3.05

1

조회

0

다운로드

4

인용

0

참고문헌

키워드

소비자 특성기업의 비윤리적 행동제품 관련성도덕적 강도제품의 주된 속성Unethical Firm BehaviorsRelevance to ProductsMoral IntensityMain Benefit of ProductsConsumer Characteristics.

초록

기업의 비윤리적인 행동에 대해 소비자들은 분노하고 해당 기업의 제품을 구매하지 않겠다고 하나, 현실을 보면 기업의 행동과 상관없이 제품을 구매하는 경우가 많다. 본 연구에서는 기업의 비윤리적인 행동에도 불구하고 소비자들이 계속해서 해당 기업의 제품을 구매하는 이유에 대해 알아보고자 한다. 특히 비윤리적 행동이 제품과의 관련성, 해당 행동의 도덕적 강도와 같은 비윤리적 행동의 유형과 해당 기업의 제품이 제공하는 주된 속성과 같은 제품의 유형에 따라 소비자의태도가 어떻게 달라지는지를 알아보고자 한다. 아울러, 어떤 특징을 가진 소비자들이 기업의 비윤리적인 행동에도 구매/비구매를 하는지 알아보고자 한다. 이를 위하여 2개의 독립적인 연구가 실시되었다. 실험 연구를 통하여 제품과 관련된 비윤리적 행동에 대하여 그렇지 않은 경우에 비하여 소비자들의 태도와 구매 의도가 더 많이 하락하며 도덕적 강도가 높은 행동에 대하여 기업에대한 태도가 낮아진다. 또한 부드러운 속성을 주 속성으로 가진 제품을 소유한 기업의 비윤리적인 행동에 대해 더 낮은 태도를 형성한다. 그러나 이러한 태도의 하락은 주로 기업에 대한 태도이지 제품에 대한 태도 변화에는 큰 영향을 미치지 않는 것으로 드러났다. 또한 기업의 비윤리적행동 이후에 해당 제품을 구매한 응답자들은 그렇지 않은 응답자에 비해 이타주의적 성향, 자기효능감, 의견 선도성이 낮았으며, 연령도 높은 편이었다.

Abstract

Consumers think and say that they would not buy the products from unethical firms, but they tend to easily purchase ones in reality. The present study tries to understand why consumers keep purchasing products from unethical firms. More specifically, the study focuses on the characteristics of unethical behaviors, the type of products, and consumer characteristics. For this purpose, experiment and internet survey was executed. The experiment revealed that the unethical behaviors relevant to products influence consumers more negatively than behaviors irrelevant to products. Also, moral intensity of unethical behaviors was an important influencer. In case of product characteristics, the main benefit of the product(“soft” vs. “hard”) has an impact on consumers’ attitude change. Consumers have lower attitude toward the firm which has the product whose core benefit is soft. Online survey revealed that consumers who try not to purchase products from unethical firms are more altruistic, have more perceived effectiveness, are opinion leaders, and are younger than consumers who do not try not to purchase.

참고문헌 (70)

  1. 김경아, "심리적 위협 상황에서 자존감 안정성과 조절초점의 부합효과", 한국심리학회지: 건강, 19(4), pp.1145~1165 (2014), 한국건강심리학회
  2. 김나민, "CEO 이미지가 기업의 사회적 책임 활동에 대한 소비자 인식에 미치는 영향", 문화산업연구, 14(1), pp.81~89 (2014), 한국문화산업학회
  3. 김나민, "그린제품 광고시 소구유형과 소비자 특성이 광고효과에 미치는 영향", 마케팅논집(Journal of Marketing Studies), 23(2), pp.161~178 (2015), 한국전략마케팅학회
  4. 김나민, "기업의 사회적 책임 활동과 지각된 품질의 상호작용: 공기업과 사기업의 차이를 중심으로", 상품학연구, 29(5), pp.77~88 (2011), 한국상품학회
  5. 김석호, "소비자들은 타인에게 보여주기 위해 친환경 제품을 구매하는가? : 친환경 제품 종류에 따른 소비자 반응을 중심으로", 마케팅논집(Journal of Marketing Studies), 23(4), pp.75~94 (2015), 한국전략마케팅학회
  6. 백선미, "브랜드 위기 유형별브랜드 연상 하위차원의 재구성", 마케팅논집(Journal of Marketing Studies), 22(3), pp.77~93 (2014), 한국전략마케팅학회
  7. 신호령, "동서식품 대장균 시리얼 후폭풍 잠잠—시리얼 시장 매출 회복", 뉴시스(11월 6일), ~ (2014)
  8. 이세진, "기업의 위기유형에 따른 사회공헌활동의 효과 연구 - 위기에 대한 기업의 책임정도와 사회공헌활동의 적합성을 중심으로", 광고연구, (89), pp.66~86 (2011), 한국광고홍보학회
  9. 이문규, "국내 인터넷 이용자의 시장세분화 연구", 소비자학연구, 13(4), pp.1~30 (2002), 한국소비자학회
  10. 이수범, "수용자 특성에 따른 디지털 미디어 광고 태도에 대한 연구", 광고학연구, 19(5), pp.97~122 (2008), 한국광고학회
  11. 이은미, "위기브랜드의 지각된 낙인과 심리적 거리간의 관계에 관한 연구: 복합적 브랜드감정의 조절적 역할을 중심으로", 마케팅논집(Journal of Marketing Studies), 23(3), pp.209~236 (2015), 한국전략마케팅학회
  12. 이호준, "한국인 70%"비윤리 기업 제품 안산다"", 경향신문(7월 24일), ~ (2013)
  13. 임현영, "동서식품 불매운동? 커피믹스는 더 잘 팔렸다", 이데일리(10월 19일), ~ (2014)
  14. 장지현, "남양유엽 안플리네--- 갑을논란 후폭풍에 원유가 덤터기까지", The CEO Score Daily(6월 9일), ~ (2014)
  15. 허은정, "소비자의 윤리적 소비행동과 관련요인 분석", 소비자학연구, 23(4), pp.105~130 (2012), 한국소비자학회
  16. Rohini Ahluwalia, "Consumer Response to Negative Publicity: The Moderating Role of Commitment", Journal of Marketing Research, 37(2), pp.203~214 (2000), American Marketing Association (AMA)[DOI]
  17. Nancy D. Albers‐Miller, "Consumer misbehavior: why people buy illicit goods", Journal of Consumer Marketing, 16(3), pp.273~287 (1999), Emerald[DOI]
  18. Aquino, Karl, "The Self-Importance of Moral Identity", Journal of Personality and Social Psychology, 83(6), pp.1423~ (2002)[DOI]
  19. Pat Auger, "Do What Consumers Say Matter? The Misalignment of Preferences with Unconstrained Ethical Intentions", SSRN Electronic Journal, 76(4), pp.361~383 (2006), Elsevier BV[DOI]
  20. Belk, W. Russell, "Three Scales to Measure Constructs Related to Materialism : Reliability, Validity, and Relationships to Measures of Happiness", Advances in Consumer Research, 11(1), pp.291~297 (1984)
  21. Jeffrey R. Blend, "Measuring Consumer Demand for Ecolabeled Apples", American Journal of Agricultural Economics, 81(5), pp.1072~1077 (1999), Oxford University Press (OUP)[DOI]
  22. Marylyn Carrigan, "The myth of the ethical consumer – do ethics matter in purchase behaviour?", Journal of Consumer Marketing, 18(7), pp.560~578 (2001), Emerald[DOI]
  23. Marylyn Carrigan, "Shopping for a better world? An interpretive study of the potential for ethical consumption within the older market", Journal of Consumer Marketing, 21(6), pp.401~417 (2004), Emerald[DOI]
  24. Carver, S. Charles, "Behavioral Inhibition, Behavioral Activation, and Affective Responses to Impending Reward and Punishment: The BIS", BAS Scales, 1994, pp.67(2), 319~
  25. Chang, Chun-Tuan, "Missing Ingredients in Cause-Related Marketing", International Journal of Advertising, 31(2), pp.231~256 (2012)
  26. Rafi M. M. I. Chowdhury, "The Role of Spiritual Well-Being and Materialism in Determining Consumers’ Ethical Beliefs: An Empirical Study with Australian Consumers", Journal of Business Ethics, 113(1), pp.61~79 (2013), Springer Nature[DOI]
  27. Kathleen Cleeren, "Rising from the Ashes: How Brands and Categories Can Overcome Product-Harm Crises", Journal of Marketing, 77(2), pp.58~77 (2013), American Marketing Association (AMA)[DOI]
  28. Coombs, W. Timothy, "Designing Post-Crisis Messages : Lessons for Crisis Responses Strategies", Review of Business, 21(3, pp.4) (2001), 37~41
  29. Dena Cox, "When Consumer Behavior Goes Bad: An Investigation of Adolescent Shoplifting", Journal of Consumer Research, 17(2), pp.149~ (1990), Oxford University Press (OUP)[DOI]
  30. ELIZABETH H. CREYER, "Tradeoffs Between Price and Quality: How a Value Index Affects", Journal of Consumer Affairs, 31(2), pp.280~302 (1997), Wiley-Blackwell[DOI]
  31. Tine De Bock, "Consumer Ethics: The Role of Self-Regulatory Focus", Journal of Business Ethics, 97(2), pp.241~255 (2010), Springer Nature[DOI]
  32. Dukerich, M. Janet, "Moral Intensity and Managerial Problem Solving", Journal of Business Ethics, 24(1), pp.29~38 (2000)
  33. Debbie T. LeClair, "An Empirical Investigation of Japanese Consumer Ethics", Journal of Business Ethics, 18(1), pp.35~50 (1999)
  34. V FOLKES, "Effects of Information About Firms’ Ethical and Unethical Actions on Consumers’ Attitudes", Journal of Consumer Psychology, 8(3), pp.243~259 (1999), Wiley-Blackwell[DOI]
  35. Andrew D. Gershoff, "What Makes It Green? The Role of Centrality of Green Attributes in Evaluations of the Greenness of Products", Journal of Marketing, 79(1), pp.97~110 (2015), American Marketing Association (AMA)[DOI]
  36. Gu, Haodong, "Loss of Brand Equity in Crises : The Impact of Emotions and Attributions in Product and Non-Product Negative Publicity", AMA Summer Educators’Conference Proceedings, 23, pp.131~132 (2012)
  37. Higgins, E. Tory, "Beyond Pleasure and Pain", American Psychologist, 52(12), pp.1280~ (1997)[DOI]
  38. Rhea Ingram, "‘Consumers’ Evaluation of Unethical Marketing Behaviors: The Role of Customer Commitment’", Journal of Business Ethics, 62(3), pp.237~252 (2005), Springer Nature[DOI]
  39. T. M. Jones, "ETHICAL DECISION MAKING BY INDIVIDUALS IN ORGANIZATIONS: AN ISSUE-CONTINGENT MODEL", Academy of Management Review, 16(2), pp.366~395 (1991), The Academy of Management[DOI]
  40. Michael A. Kamins, "Consumer Responses to Rumors: Good News, Bad News", Journal of Consumer Psychology, 6(2), pp.165~187 (1997), Wiley-Blackwell[DOI]
  41. Namin Kim, "Advertising Strategies for Charities: Promoting Consumers’Donation of Time versus Money", International Journal of Advertising, 33(4), pp.707~724 (2015), Informa UK Limited[DOI]
  42. Katz, Elihu, "Personal Influence: The Part Played by People in the Flow of Mass Communications" (1955), Free Press
  43. Jeesun Kim, "Making nice may not matter: The interplay of crisis type, response type and crisis issue on perceived organizational responsibility", Public Relations Review, 35(1), pp.86~88 (2009), Elsevier BV[DOI]
  44. Leonidas C. Leonidou, "Business Unethicality as an Impediment to Consumer Trust: The Moderating Role of Demographic and Cultural Characteristics", Journal of Business Ethics, 112(3), pp.397~415 (2013), Springer Nature[DOI]
  45. Michael G. Luchs, "The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference", Journal of Marketing, 74(5), pp.18~31 (2010), American Marketing Association (AMA)[DOI]
  46. Xueming Luo, "Corporate Social Responsibility, Customer Satisfaction, and Market Value", Journal of Marketing, 70(4), pp.1~18 (2006), American Marketing Association (AMA)[DOI]
  47. Baolong Ma, "The impact of a product-harm crisis on customer perceived value", International Journal of Market Research, 56(3), pp.341~366 (2014), SAGE Publications[DOI]
  48. James A. Muncy, "Consumer ethics: An investigation of the ethical beliefs of the final consumer", Journal of Business Research, 24(4), pp.297~311 (1992), Elsevier BV[DOI]
  49. George P. Moschis, "Consumer Socialization: A Theoretical and Empirical Analysis", Journal of Marketing Research, 15(4), pp.599~ (1978), JSTOR[DOI]
  50. Xiaoli Nan, "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), Informa UK Limited[DOI]
  51. Oliver, L. Richard, "Satisfaction: A Behavioral Perspective on the Customer" (2010), Routledge
  52. Hye-Jin Paek, "To Buy or Not to Buy: Determinants of Socially Responsible Consumer Behavior and Consumer Reactions to Cause-Related and Boycotting Ads", Journal of Current Issues & Research in Advertising, 31(2), pp.75~90 (2009), Informa UK Limited[DOI]
  53. Paul G. Patterson, "Customer Rage: Triggers, Tipping Points, and Take-Outs", California Management Review, 52(1), pp.6~28 (2009), SAGE Publications[DOI]
  54. Pauchant, C. Thierry, "Encyclopedia of Business Ethics and Society" (2007), Sage Publication
  55. Mohammed Y.A. Rawwas, "Do Consumers’ Ethical Beliefs Vary with Age? A Substantiation of Kohlberg’s Typology in Marketing", Journal of Marketing Theory and Practice, 6(2), pp.26~38 (2015), Informa UK Limited[DOI]
  56. Americus Reed, "Moral Identity and Judgments of Charitable Behaviors", Journal of Marketing, 71(1), pp.178~193 (2007), American Marketing Association (AMA)[DOI]
  57. Michelle L Roehm, "When Will a Brand Scandal Spill Over, and How Should Competitors Respond?", Journal of Marketing Research, 43(3), pp.366~373 (2006), American Marketing Association (AMA)[DOI]
  58. Mark S. Rosenbaum, "Understanding unethical retail disposition practice and restraint from the consumer perspective", Psychology and Marketing, 28(1), pp.29~52 (2011), Wiley-Blackwell[DOI]
  59. Michael G. Luchs, "The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference", Journal of Marketing, 74(5), pp.18~31 (2010), American Marketing Association (AMA)[DOI]
  60. J. Philippe Rushton, "The altruistic personality and the self-report altruism scale", Personality and Individual Differences, 2(4), pp.293~302 (1981), Elsevier BV[DOI]
  61. Seeger, W. Matthew, "Virtuous Responses to Organizational Crisis : Aaron Feuerstein and Milt Cole", Journal of Business Ethics, 31(4), pp.369~376 (2001)
  62. Sankar Sen, "Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility", Journal of Marketing Research, 38(2), pp.225~243 (2001), American Marketing Association (AMA)[DOI]
  63. Deirdre Shaw, "Belief formation in ethical consumer groups: an exploratory study", Marketing Intelligence & Planning, 17(2), pp.109~120 (1999), Emerald[DOI]
  64. Jatinder J Singh, "The Role of Moral Intensity and Personal Moral Philosophies in the Ethical Decision Making of Marketers: A Cross-Cultural Comparison of China and the United States", Journal of International Marketing, 15(2), pp.86~112 (2007), American Marketing Association (AMA)[DOI]
  65. Robert D. Straughan, "Environmental segmentation alternatives: a look at green consumer behavior in the new millennium", Journal of Consumer Marketing, 16(6), pp.558~575 (1999), Emerald[DOI]
  66. Carolyn Strong, "Features contributing to the growth of ethical consumerism ‐ a preliminary investigation", Marketing Intelligence & Planning, 14(5), pp.5~13 (1996), Emerald[DOI]
  67. David Strutton, "How consumers may justify inappropriate behavior in market settings: An application on the techniques of neutralization", Journal of Business Research, 30(3), pp.253~260 (1994), Elsevier BV[DOI]
  68. Trudel, Remy, "Does Being Ethical Pay?", The Wall Street Journal, 12, R1~ (2008)
  69. D. J. Webb, "Development and Validation of Scales to Measure Attitudes Influencing Monetary Donations to Charitable Organizations", Journal of the Academy of Marketing Science, 28(2), pp.299~309 (2000), Springer Nature[DOI]
  70. Jochen Wirtz, "Opportunistic customer claiming during service recovery", Journal of the Academy of Marketing Science, 38(5), pp.654~675 (2010), Springer Nature[DOI]

이 간행물의 다른 논문 (10건)

농산품의 시장지향성, 기술지향성, 신제품 개발 및 마케팅성과 간의 관계 : 농업 경영체 CEO의 조절효과권기대pp. 1-25팀 맥락에서의 서비스 종업원의 상대적 상사ㆍ부하 교환관계와 교환관계의 차별화윤만희pp. 27-42인구통계학적 특성이 국민 정체성 및 소비자 자민족주의에 미치는 영향 : 미국 소비시장을 중심으로최순화pp. 43-56실패상황에서 인지적 브랜드관계품질과 감정적 브랜드관계품질이 고객반응에 미치는 영향김상희pp. 57-81국내 제조업체의 역동적인 역량, 제품혁신, 지속적인 경쟁우위 그리고 성과 간의 관계양영익pp. 107-129
원문 보기