초록

This study is intended to empirically investigate consumers' expectations of corporate social responsibility (CSR) in Korea. First, the study examined what types of CSR activities are expected by consumers. Second, we examined determinants of CSR expectations. As such determinants, personal self-enhancement values, self-transcendence values, and the level of situational involvement with social issues were examined. Surveys were conducted with 163 individuals for automobile manufacturers. The findings suggest that Korean consumers expect a higher level of economic CSRs vis-a-vis legal, ethical, and philanthropic CSRs. This findings are analagous to previous studies which report the importance of economic CSRs vis-a-vis othe types of CSRs in developing countries. In addition, the level of expectations were influenced by personal self-enhancement values and situational involvement. On the other hand, self-transcendence value had limited influences, which contradicts with previous studies conducted in developed countries.