ArticleAuthors: Jiyang Bae; Soojung Kim (2013)
Corporate social responsibility (CSR) is important for successful businesses; thus, companies spend large amounts of money participating in CSR activities.
However, the fact that no single activity can ensure consumers’ favorable perception or greater purchase intention leaves room for consideration of consumers’ individual-specific factors leveraging the impact of CSR activities.
This study suggests that consumers’ cultural characteristics, namely, individual-specific factors, could affect their perception of CSR activities. Using the five cultural dimensions introduced by Hofstede, this study reveals that the different cultural characteristics of Koreans tend to influence the impo... 
