Drivers of Socially Responsible Purchasing Behavior: A Cross-Cultural Investigation

Retailers and companies increasingly employ corporate social responsibility (CSR) as a global management strategy. They are motivated to act in a socially responsive manner to their global customers not only to fulfill their ethical obligations as a social entity but also due to the marketing and financial benefits resulting from consumer responses to CSR initiatives. Therefore, many retailers develop or participate in CSR activities and hope their actions can be recognized by others. Further, CSR activities are more likely to be perceived and accepted by consumers who show ethical purchasing behavior while shopping. Ethical purchasing behavior or socially responsible purchasing behavior is formed by their beliefs and norms which are influenced significantly by the culture they belong to. This study examined the differences between two countries with opposite cultures (i.e., the U.S. and South Korea) by considering the drivers (i.e., perceived consumer effectiveness, awareness, collectivism) and a consequence (i.e., satisfaction) of ethical purchase behavior. The findings suggested that perceived consumer effectiveness and awareness are important drivers to generate consumers’ commitment to companies’ CSR initiatives in general and the effectiveness is stronger in Korea than in United States. Implications and limitations were discussed.