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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 52, No. 1, pp.161-190
ISSN: 1226-1874 (Print)
Print publication date 28 Feb 2023
Received 19 Jul 2022 Revised 14 Oct 2022 Accepted 31 Oct 2022
DOI: https://doi.org/10.17287/kmr.2023.52.1.161

소비자의 개인주의와 집단주의 성향이 자기희생적 환경 CSR의 영향에 미치는 차별적 효과: 한국인과 미국 백인의 차이를 중심으로

Suna La
(First Author) Department of Management, Korea National Open University sunala@knou.ac.kr
The Differential Effects of Individualist vs. Collectivist Self-concept on the Influence of Perceived Self-Sacrificial Environmental CSR: Focusing on the Differences Between Koreans and Caucasian Americans


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Collectivism/Individualism is a key to grasping the differential consumer responses to CSR across generations in contemporary Korea. The study adopts a perspective that individualist/collectivist self-concepts coexist within an individual’s mind. To understand the differential effects of individualist/collectivist self-concepts in CSR settings, <Study 1> utilized the “Worn Wear Program” of Patagonia and examined the relationships among ‘perceived self-sacrificial CSR’, ‘consumer gratitude’, and ‘consumer admiration’, focusing on moderation effects of individualist/collectivist self-concept between caucasian Americans and Koreans. <Study 1> discovered that both caucasian Americans and Korean consumers felt admiration to the company that had implemented self-sacrificial environmental CSR, which effect was partially mediated by consumer gratitude. Using Yuhan Kimberly’s environmental CSR, <Study 2> investigated the relationships among the aforementioned three constructs and consumer moral elevation, revealing that Korean consumers were morally elevated by self-sacrificial CSR, which was partially mediated by consumer gratitude and admiration. Interestingly, comparatively to caucasian Americans, Korean consumers with strong individualist self-concept showed a drastic increase in admiration as corporate sacrifice was highly perceived, which was the opposite tendency among consumers with strong collectivist self-concept. The results shed light on management, society as well as academics. Limitations and future research directions are also discussed.

Keywords:

Self-sacrificial CSR, Consumer Gratitude, Consumer Admiration, Consumer Moral Elevation, Individualist Self-concept, Collectivist Self-concept

Acknowledgments

This research is supported by Korea National Open University Research Fund in 2021.

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∙ The author Suna La is currently a marketing professor of the Department of Management at Korea National Open University. She obtained a master's and doctoral degree in marketing from the Graduate School of Business Administration at Seoul National University. She has carried out a number of consulting projects with for-profit and non-for-profit organizations, including the development of the Model of Public Sector Customer Satisfaction Index (PCSI) and the Model of Service Quality & Customer Satisfaction for Incheon International Airport Corporation. Her research interests span topics of brand equity, service quality, customer satisfaction, consumer happiness, and CSR.