The influence of cultural aspects on public perception of the importance of CSR activity and purchase intention in Korea

Abstract

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 importance they attribute to CSR activities (in economic, legal, ethical, and philanthropic dimensions). The study also shows that the differences in the perceived importance of each CSR dimension could influence consumers’ purchase intention to buy products made by for-profit companies that are fulfilling social responsibilities. The theoretical and practical implications of CSR for public relations are also discussed.