[논문]한국 패션기업의 전략적 CSR 수행에 있어 소비자의 CSR 기대 반영 양상

정경화; 이유리

doi:10.5850/jksct.2016.40.1.26

한국 패션기업의 전략적 CSR 수행에 있어 소비자의 CSR 기대 반영 양상
Korean Fashion Companies' Strategic CSR Implementation with Focus on Incorporation of Consumers' CSR Expectations 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.40 no.1, 2016년, pp.26 - 40

Abstract ▼ AI-Helper

The importance of Corporate Social Responsibility (CSR) implementation is increasing and CSR activity has become a core activity for firms. The increase on CSR activity expenditures also increases the need for strategic. When firms implement CSR strategically, firms need to consider consumers' perspectives toward CSR. This research investigated how Korean fashion companies integrate consumers' CSR expectations into CSR implementation. Through a qualitative study, we researched a firm's consideration of consumers which are reflected in detailed procedures of CSR implementation. We conducted in-depth interviews with executives and managers in charge of CSR and found the following results. First, motivations for CSR implementation were both strategic and moral along with consumers who play a crucial role in CSR motivation. Second, firms conducted various strategic CSR activities differentiating themselves using a specific resource. Third, self-CSR evaluation was not active and structured. Few companies were collecting consumer responses to CSR activities. Last, executives and managers have difficulties to perform CSR activities due to gaps between ethical consumption consciousness and the ethical consumption behavior, measurement of CSR effect, and lack of understanding of strategic CSR. The results of our study show that firm's consideration of consumers is insufficient despite executives and managers who strongly agree with the need for strategic CSR.

주제어

질의응답

핵심어	질문	논문에서 추출한 답변
	CSR 수행을 통해 기업이 경제적 이윤 역시 추구할 것이라고 주장하는 전략적 CSR이 강조되고 있는 배경은 무엇인가?	CSR 활동이 기업의 주요 현안으로 자리잡은 가운데, 우리나라 주요 기업 234개 사가 지출한 사회공헌 비용이 2013년도 기준으로 2조 8천 100억 원을 넘어서는 등(The Federation of Korean Industries, 2014), CSR 수행을 위한 기업의 지출이 큰 폭으로 증가하고 있다. 이에 따라 CSR 수행을 통해 기업이 경제적 이윤 역시 추구할 것을 주장하는 전략적 CSR(Burke & Logsdon, 1996)의중요성이 강조되고 있다.
	현대의 기업 환경에서 존재하는 이해관계자로 무엇이 있는가?	이해관계자란 기업의 목적 달성에 영향을 미치거나 영향을 받는 집단 또는 개인을 의미하며(Freeman, 1984), 기업은 함께 사회를 구성하고 영향을 주고받는 이해관계자들에 대해 사회의 한 구성원으로서 사회적 책임을 진다. 복잡한 현대의 기업 환경에서는 주주뿐 아니라 공급업체, 지역 공동체, 정부, 조합, 직원, 고객, 정치 단체 등, 다양한 이해관계자들이 존재하며(Donaldson & Preston, 1995), 이해관계자들을 위한 가치창출은 기업의 성공에 있어 중요한 역할을 한다(Freeman et al., 2004).
	해외 패션기업들의 성공적인 전략적 CSR 사례들로 무엇이 있는가?	특히 최근, 해외에서는 패션기업들의 성공적인 전략적 CSR 사례들이 증가하고 있다. 탐스슈즈는 신발 한 켤레를 팔 때마다 한 켤레를 빈곤국가 어린이에게 기부하는 공익연계마케팅으로 소비자의 큰 호응을 얻었으며, 아웃도어 브랜드 파타고니아 역시 친환경적 생산방식과 친환경 CSR 활동을 통해 높은 가격대에도 불구하고 소비자들로부터 호의적인 반응을 얻고 있다. 방글라데시에 진출하면서 현지 은행과의 합작, 현지 노동력 활용 등을 통하여 제품 원가구조를 개선함과 동시에 지역 주민의 일자리를 창출한 유니클로의 사례도 있다. 이러한 사례들은 CSR 활동을 통해 브랜드 이미지를 고양시킴으로써 CSR 수행을 소비자의 구매로 연결시키거나, 현지 자원을 활용하여 지역 경제에 이바지하는 CSR을 수행함과 동시에 가격경쟁력 역시 달성한 성공적인 전략적 CSR 사례들이다.

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