본 연구는 평가모드(evaluation mode)에 관한 연구들을 바탕으로 기업의 CSR활동 여부가 소비자의 제품 선택에 어떠한 영향을 미치는가를 살펴보았다. 본 연구의 결과에 따르면, CSR제품만을 독립적으로 제품을 평가하는 독립평가(SE) 상황에서는 사회적 책임의식이 높은 사람이 CSR제품을 더 구매하려는 경향을 보였으나, 일반제품과 비교하여 선택하는 공동평가(JE) 상황에서는 개인의 사회적 책임의식 수준에 따라 CSR제품의 구매의도에 차이가 나타나지 않았다. 이러한 평가 모드에 따른 선택의 차이는 공동평가 상황에서 CSR제품의 상대적으로 높은 가격이 소비자에게 불공정한 가격 부담으로 지각되기 때문인 것으로 밝혀졌다. 한편, 피험자에게 죽음에 대한 현저성(mortality salience)을 예열하게 되면, 공동평가(JE) 상황에도 불구하고 사회적 책임의식이 높은 사람들에게서도 CSR제품의 구매의도가 높아졌다. 이는 사회적 책임의식이 높은 사람에게 죽음 예열 조건은 개인의 정체성을 지각하게 만들고, 이렇게 강화된 개인의 사회적 책임의식이 가격 공정성 지각보다 더 강하게 작동하였기 때문이다. 본 연구의 결과는 다양하게 활용 가능한 실무적 시사점을 제공한다.
This research investigates how evaluation mode (separate vs. joint evaluation) influences consumers’ purchase intentions about a CSR vs. non-CSR product. Participants evaluated a CSR product either when it was presented alone (separate evaluation mode) or when it was presented along with a non-CSR product (joint evaluation mode). They were then divided into high vs. low social responsibility group based on measures of their general social responsibility. Results from experiment indicated that participants with high social responsibility were more willing to purchase a CSR product than those with low social responsibility when it was presented alone, but not when it was presented along with a non-CSR product. When mortality was made salient via priming, however, the difference in purchase intention between high and low social responsibility groups was significant regardless of separate vs. joint evaluation mode. Finally, mediation analyses suggest that these effects were likely to be mediated by participants’ perceptions of price fairness about the product.
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