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E-ISSN : 2288-2766
Effect of Corporate CSV Activities on Prosocial Consumer Behavior through Emotional Factors
Kim, Gyubae
Song，In-Ahm
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Abstract
Purpose - of the present research has been conducted to investigate the effect of a company creating shared value (CSV) influencing consumers’ emotions that lead to prosocial behavior. Research design, data, methodology - on the survey including companies CSVs and their economic and social values as an independent variable, the sense of gratitude and pride from the consumers as a mediating variable and the companies authenticity as a moderating variable was performed by 340 respondents of Korean population over 20 years of age with 30 questionnaire and Likert 7 level. Data analysis was conducted with SPSS and reliability tests on the variables with Cronbach’s alpha confirmatory factor analysis and AMOS were used for discriminant validity and model fit. Results – indicate that the economic or social value of corporate CSV activities affects positively consumer’s gratitude or pride except for the social value of CSV to consumer’s pride. Gratitude or pride of consumers affects positively consumers’ prosocial behavior. Companies’ authenticity affects positively the relationship between economic or social value of CSV and either gratitude or pride of consumers. Conclusions – of the relationship between CSV and surrounding emotional factors demonstrate that the economic value of CSV gives people authentic pride but the social value does consumers hubristic pride. Also the activity of companies CSV affects positively prosocial consumer behavior through the consumers’ gratitude and pride.
- keywords
- Corporate Creating Shared Value, Authenticity, Economic and Social Value, Consumers’ Gratitude and Pride
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