A Study on the Impact of Perceived Corporate Social Responsibility on Korean Consumers’ Purchase Intentions toward Luxury Brands
DOI:
https://doi.org/10.54097/3xbnpz13Keywords:
Corporate Social Responsibility (CSR); Luxury Brands; Korean Consumers; Purchase Intention; Brand Trust; Self-Congruity; Cultural Orientation.Abstract
In the context of global economic integration and accelerating consumer upgrading, the luxury goods industry is witnessing intensified competition. Concurrently, the modern consumer exhibits a rising concern for social and environmental issues, compelling luxury brands to integrate corporate social responsibility (CSR) as a strategic component of their brand identity. Korea, a nation that merges traditional Confucian values with contemporary consumerism, provides a distinct market environment in which consumer purchase behavior is simultaneously influenced by “symbolic consumption” and ethical considerations. This study examines the impact of perceived corporate social responsibility on Korean consumers’ purchase intentions toward luxury brands. We develop and test a conceptual model that positions CSR perception as an antecedent variable influencing purchase intention, mediated by brand trust, brand attitude, and self-congruity. Furthermore, we explore how cultural orientation (e.g., collectivist values) and social values (e.g., fairness, environmental concern) moderate the effects of CSR perception on buying decisions. Drawing on an empirical survey of 600 valid responses collected from various Korean cities, the findings confirm that (1) perceived CSR has a significant positive impact on the intention to purchase luxury products; (2) brand trust, brand attitude, and self-congruity mediate the relationship between CSR perception and purchase intention; and (3) cultural orientation and social values significantly moderate these relationships, such that collectivist-leaning or socially conscious consumers respond more strongly to CSR-driven brand appeals. From a theoretical perspective, this study enriches the emerging body of literature connecting CSR to consumer behavior in luxury contexts, shedding light on the complex psychological pathways whereby CSR influences consumers’ final decisions. Practically, the results highlight the importance of crafting CSR initiatives that resonate with local cultural and social norms in Korea, including philanthropic activities, eco-friendly production, labor welfare, and respect for local traditions. By internalizing these insights, luxury brands can align their high-end image with ethical commitments, ultimately enhancing brand loyalty and market performance.
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