사회적 기업 인증 정보 공개가 소비자들의 제품 태도와 구매의도에 미치는 영향

Abstract

본 연구는 사회적 기업 인증 로고와 사회적 기업이 고용하고 있는 취약계층에 대한 정보를 제품 레이블을 통해서 공개하는 것이 사회적 기업 제품에 대한 소비자들의 대한 태도와 구매의도에 어떠한 영향을 미치는지 실증연구를 통하여 살펴보았다. 구체적으로, 고용된 취약계층에 대한 소비자들의 태도가 부정적인지 아닌지에 따라서 사회적 기업 인증 로고와 고용하고 있는 취약계층에 대한 정보가 소비자들의 사회적 기업 제품에 대한 태도와 구매의도에 미치는 영향이 어떻게 다른가를 실증적으로 연구하여 다음과 같은 결과를 도출하였다.

첫째, 사회적 기업 인증 로고나 취약계층에 대한 메시지는 제품 태도에는 영향을 주지 않았지만 구매의도에는 영향을 주었다. 둘째, 사회적 기업에서 제품을 판매할 때 사회적 기업 인증 로고를 제품에 표기하면 아무런 정보가 없는 제품보다 소비자들의 구매의도가 더 높아졌다. 셋째, 사회적 기업에서 소비자들에게 긍정적인 이미지의 취약계층을 고용한 경우 취약계층에 대한 메시지만 제품에 표기해도 아무런 정보가 없는 제품보다 소비자들의 구매의도가 더 높았고, 사회적 기업 인증 로고와 취약계층에 대한 메시지를 제품에 같이 표기할 경우 소비자들의 구매의도가 더욱 더 높았다. 마지막으로 사회적 기업에서 소비자들에게 부정적인 이미지의 취약계층을 고용한 경우 취약계층에 대한 메시지만 제품에 표기하면 아무런 정보가 없는 제품보다 소비자들의 구매의도가 더 낮았지만 사회적 기업 인증 로고와 취약계층에 대한 메시지를 제품에 같이 표기할 경우 소비자들의 구매의도는 사회적 기업 인증 로고와 긍정적인 이미지의 취약계층에 대한 메시지를 같이 표기한 만큼 높아졌다. |All over the world, social enterprises attract more interest since they pursue solving social problems through enterprise activities, and even in Korea, ‘Social Enterprise Promotion Act’ was enacted to pursue social goals, such as creating more jobs for the socially-vulnerable and expanding the supply of social services, and through this act, social enterprises can get more support. One of the social enterprise-supporting institutions is that any company certified as a social enterprise can have a social enterprise certification logo and even use it for marketing, but not many companies use a social enterprise certification logo in practice.

It is because many social enterprises fear that using a social enterprise certification logo may has negative effect on consumers’ choice on the contrary. Therefore, it is necessary to empirically investigate the effect of putting a social enterprise certification logo on the product label on consumers’ purchase intention or attitude toward a social enterprise’ products. Experimental results as follows: Firstly, social enterprise certification logo and socially vulnerable groups of the message is product attitude no effect. However, purchasing intention was an effect. Secondly, social enterprise certification logo has higher purchase intention than products without information. Thirdly, social enterprises hiring vulnerable social group with positive images in society has higher purchase intention than products without any information by only application to the information of vulnerable social group. If the information about vulnerable social group and social enterprise certification logo are used together, the purchase intention becomes much higher therefore it is good to use two kinds of information together. Lastly, in case of hiring social enterprises hiring vulnerable social group who has negative images in society, the purchase intention gets lower than the products without any information. However, if the information of vulnerable social group and social enterprise certification logo are used together, the purchase intention is higher than the products with only social enterprise certification. In this research, the effects of certification log for social enterprise and message to vulnerable social group to the consumers’ judgment and choice were conducted in reality. Marketing strategies to the people running social enterprises in the Korea’s social enterprises were suggested.; All over the world, social enterprises attract more interest since they pursue solving social problems through enterprise activities, and even in Korea, ‘Social Enterprise Promotion Act’ was enacted to pursue social goals, such as creating more jobs for the socially-vulnerable and expanding the supply of social services, and through this act, social enterprises can get more support. One of the social enterprise-supporting institutions is that any company certified as a social enterprise can have a social enterprise certification logo and even use it for marketing, but not many companies use a social enterprise certification logo in practice.

It is because many social enterprises fear that using a social enterprise certification logo may has negative effect on consumers’ choice on the contrary. Therefore, it is necessary to empirically investigate the effect of putting a social enterprise certification logo on the product label on consumers’ purchase intention or attitude toward a social enterprise’ products. Experimental results as follows: Firstly, social enterprise certification logo and socially vulnerable groups of the message is product attitude no effect. However, purchasing intention was an effect. Secondly, social enterprise certification logo has higher purchase intention than products without information. Thirdly, social enterprises hiring vulnerable social group with positive images in society has higher purchase intention than products without any information by only application to the information of vulnerable social group. If the information about vulnerable social group and social enterprise certification logo are used together, the purchase intention becomes much higher therefore it is good to use two kinds of information together. Lastly, in case of hiring social enterprises hiring vulnerable social group who has negative images in society, the purchase intention gets lower than the products without any information. However, if the information of vulnerable social group and social enterprise certification logo are used together, the purchase intention is higher than the products with only social enterprise certification. In this research, the effects of certification log for social enterprise and message to vulnerable social group to the consumers’ judgment and choice were conducted in reality. Marketing strategies to the people running social enterprises in the Korea’s social enterprises were suggested.