Consumer Expectations of Corporate Social Responsibility of Foreign Multinationals in Korea

Abstract

This study is intended to empirically investigate consumer expectations of corporate social responsibility (CSR) of multinational enterprises (MNEs) operating in Korea. First, we test whether a higher level of CSR is expected from foreign MNEs than from domestic firms. Second, we examine correlates of CSR expectations for foreign MNEs. Surveys are conducted with 163 individuals regarding European automobile firms. The findings suggest that Koreans expect a higher level of CSR from foreign MNEs vis-a-vis domestic firms. In addition, personal self-transcendence values (i.e., concern for the welfare of others and nature) and Korean attitudes toward the country of brand origin influence the level of expectations for foreign MNEs.