ScholarWorks@중앙대학교

초록

Corporate social responsibility(CSR) often leads to product price increases. However, there is very little interest in previous studies on this issue. Therefore, we argued that the price raised by CSR can be perceived by consumers as the opposite concepts of benefit and cost, and examine whether this consumer perception is affected by consumers’ self-regulatory focus and CSR fit. As a result of the experiment, regardless of the self-regulatory focus, when the CSR fit is high, consumers perceive benefits rather than costs as the level of price raised by CSR is higher. CSR fit shifted consumer perception from costs to benefits. As a result, the purchase intention of consumers was also positive. However, when the CSR fit is low, promotion-focused consumers perceive benefits higher as the price level raised by CSR increases and have positive purchase intentions, whereas prevention-focused consumers perceive costs higher as the price level increases and have negative purchase intentions. Based on these experimental results, we presented the implications of the academic and practical aspects of this study, and suggested directions for future research.

키워드