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Sustainability 2016, 8(12), 1292; doi:10.3390/su8121292

Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

1
Program in Regional Information, Department of Agricultural Economics and Rural Development, Seoul National University, Seoul 08826, Korea
2
Graduate School of Pan-Pacific International Studies, Kyung Hee University Global Campus, Yongin 17104, Korea
*
Author to whom correspondence should be addressed.
Academic Editors: Alessio Cavicchi and Cristina Santini
Received: 9 October 2016 / Revised: 16 November 2016 / Accepted: 5 December 2016 / Published: 9 December 2016
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Abstract

The variety of socially responsible corporate activities employed in the agrifood industry has been broadening. An increasing number of agrifood companies have been employing strategic approaches to socially responsible activities, reinforced by Porter and Kramer’s concept of creating shared value (CSV). This study compares the effects on corporate evaluations of two socially responsible corporate activities: philanthropic giving and CSV. Because prior studies concerning the effects of corporate prosocial behaviors on consumer responses have yielded mixed results, the present study examines the effects of a priori perceptions of companies by using corporate stereotypes as moderators. The results show that the type of socially responsible corporate activity (CSV vs. philanthropic giving) does not influence corporate evaluations. However, in cases of CSV (vs. philanthropic giving), consumers evaluate an unwarm but competent company more attractively and place higher value on an incompetent but warm company. This research is important not only for enriching existing literature, but also for providing guidelines to practitioners with respect to selecting appropriate corporate initiatives based on perceived consumer stereotypes. View Full-Text
Keywords: corporate social responsible activity; corporate social responsibility; corporate stereotype; creating shared value; stereotype content model; agrifood industry corporate social responsible activity; corporate social responsibility; corporate stereotype; creating shared value; stereotype content model; agrifood industry
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Lee, D.; Moon, J.; Choe, Y.C.; Jeong, J. Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry. Sustainability 2016, 8, 1292.

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