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패션 소비자의 CSR 동기 지각이 진실성, 신뢰, 행동 의도에 미치는 영향 -CSR 지속성과 정보원의 효과를 중심으로-

The Influence of Perceived CSR Motives of Fashion Consumer on Sincerity, Trust, and Behavioral Intention -Focus on the Effects of CSR Timing and Information Source-

류은정|안수경
한국패션비즈니스학회|2021.11|패션 비즈니스 (Journal of Fashion Business)|제25권 제5호|pp. 57-72

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신뢰trustbehavioral intention행동 의도진실성sincerity패션 소비자fashion consumerCSR 동기CSR motive
주제분류생활과학

초록

With the growing importance of CSR, more fashion brands have actively engaged in CSR activities, and consumers’ perception of their motives has become a critical issue. This study investigates the influence of perceived CSR motives on fashion consumers’ perceived sincerity, trust, and behavioral intentions. In addition, the effect of ‘CSR timing’ and ‘information source’ on these variables was examined. In a 2x2 between- subjects design with scenarios, 515 adult consumers responded to an online survey questionnaire. The study identified three CSR motives: value-driven motive, instrumental motive, and strategic motive. The SEM results showed that the value-driven and instrumental motives influenced trust and behavioral intentions. In particular, perceived sincerity mediates value-driven motive and trust. A comparison of latent means revealed the effect of CSR timing on value-driven and strategic motives, trust, sincerity, and behavioral intentions. This study provides an insight into the relationship between consumers’ perception of CSR motives and their reactions, and the importance of CSR timing.

Abstract

With the growing importance of CSR, more fashion brands have actively engaged in CSR activities, and consumers’ perception of their motives has become a critical issue. This study investigates the influence of perceived CSR motives on fashion consumers’ perceived sincerity, trust, and behavioral intentions. In addition, the effect of ‘CSR timing’ and ‘information source’ on these variables was examined. In a 2x2 between- subjects design with scenarios, 515 adult consumers responded to an online survey questionnaire. The study identified three CSR motives: value-driven motive, instrumental motive, and strategic motive. The SEM results showed that the value-driven and instrumental motives influenced trust and behavioral intentions. In particular, perceived sincerity mediates value-driven motive and trust. A comparison of latent means revealed the effect of CSR timing on value-driven and strategic motives, trust, sincerity, and behavioral intentions. This study provides an insight into the relationship between consumers’ perception of CSR motives and their reactions, and the importance of CSR timing.

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