The Role of Perceived Consumer Effectiveness and Motivational Attitude on Socially Responsible Purchasing Behavior in South Korea

ABSTRACT An increase in economic development and globalization has led to an increase in Korean consumer expectations of socially responsible businesses. Nevertheless, Korean consumers are not highly aware of social responsibility issues in regard to their consumption nor are they conscious of current socially responsible activities by the corporations from which they are purchasing. Therefore, social responsibility practitioners need to understand the function of consumers’ perceived effectiveness in encouraging socially responsible purchasing in order to build strategic marking performance. The authors examine whether Korean consumers care about social responsibility by considering the relationship of perceived consumer effectiveness, motivational attitudes, and socially responsible purchase behavior. This study discovers the differential issues of personal attitude and social attitude on consumers’ ethical behavior. Implications and limitations are discussed.