This study examined consumer evaluation of corporate social responsibility (CSR) activities with a focus on the authenticity and fit of CSR activities and analyzed the influence of consumers’ individual perception based on CSR involvement. We carried out an empirical survey to test the hypotheses presented by a scenario test using a questionnaire of 315 college students. The results showed that higher CSR fit has a positive effect on CSR authenticity and brand attitude. As a result of verifying the moderating effect of CSR involvement, the higher the CSR involvement is, the lower the impact of CSR fit on CSR authenticity. Therefore, consumers with high CSR involvement are less affected by CSR fit in evaluating the authenticity of CSR.

Purpose: This study describes anti-consumption lifestyles and the effects of such lifestyles on the acceptance of commercial sharing systems (CSS). The purpose of this paper is to investigate the different types of anti-consumption lifestyles and their influence on consumer’s attitudes and purchase intentions toward CSS, and to verify the moderating effect of the variety-seeking tendency. Design/methodology/approach: Structural equation modeling is used with data collected from 537 consumers. The chosen types of CSS are the corporations of Socar (a car sharing service in Korea) and Airbnb (a global accommodation sharing service). Findings: The results indicate that the anti-consumption lifestyles consist of frugality, voluntary simplicity, environmental protection, small luxury and tightwadism; anti-consumption lifestyles affect the acceptance of CSS; and the effects differed according to the variety-seeking tendency. These results suggest that anti-consumption lifestyles differently influence consumer’s behaviors toward using CSS, and there is a moderating effect partially depending upon the variety-seeking tendency. Originality/value: The contribution of this study is that it verifies the different types of anti-consumption lifestyles and their effects on consumer’s attitudes and purchase intentions toward CSS, which is an area that has remained unexamined in the literature. Marketers will be able to use the knowledge obtained herein on the various types of anti-consumption lifestyles to motivate consumers to use sharing services, and will also be able to establish a consumer strategy in sharing business practice.

Increasing global demand for inclusivity has resulted in a critical need to understand how consumers respond to inclusive marketing. Centering on skin color, which is an interminable inclusivity issue, this research examines how consumers in East Asian markets (e.g., China and South Korea) evaluate and respond to inclusive (vs. non-inclusive) beauty products in advertisements across three empirical studies. The different ethnic environments of consumers in Studies 1 A and 1B and consumers’ individual differences in other-group orientation in Study 2 moderate the way inclusive products are evaluated and responded to. Additionally, a serial mediation analysis reveals that the inclusivity of products increases perceptions of brand inclusiveness and altruistic motives, thereby contributing to favorable attitudes and behavioral intentions. This research sheds light on the nuanced process of how consumers evaluate and respond to inclusive beauty products in advertisements based on individual and environmental differences.

Purpose: This study aims to examine several antecedents of employee satisfaction (ES) and turnover intention (TI), including customer orientation (CO) and employee orientation (EO). The purposes are to investigate the effect of EO and CO and their interaction on employee performance, and to verify the moderating effect of firm size.Design/methodology/approach: A mixed model with firm size as a potential moderator was constructed through a hierarchical linear modeling approach with data collected from 1,006 employees at 127 firms.Findings: The results indicate that customer and EO and their interaction affected ES, CO and its interaction with EO significantly affected TI and the effects differed according to firm size. These results suggest that the influence of customer and EO depends on firm size.Originality/value: This study contributes to verifying the effect of EO and CO and the interaction effects on employee performance, an area that has remained unexamined in the literature. It also investigates the moderating effect of firm size on EO and CO, which affects employee performance. It is suggested that companies determine whether EO or CO matters more according to the size of company.

The purpose of this study is to examine how anti-consumption lifestyles affect the brand attitude through the benefits (utilitarian environmental and warm glow) of green advertising. It has been confirmed that the message types used in the advertising can influence the evaluation of brand attitudes, depending on whether the focus is on promotion or prevention. Respondents were gathered from 265 South Korean consumers. The survey data were regressed and the research hypothesis was verified using the Process Model. As a result, the anti-consumption lifestyle positively affects the brand attitude of green advertising through warm glow (βindirect = .073) and utilitarian environmental benefit (βindirect = .217). These results revealed that the anti-consumption lifestyle can influence brand attitude through warm glow and utilitarian environmental benefit. In particular, when the moderating effect of message types is verified, the warm glow can have a more positive effect on brand attitudes through a promotion-focused message (β = .1559, p = .05), and the utilitarian environmental benefit can have a more positive effect on brand attitudes through a prevention-focused message (β = –.226, p = .024). In conclusion, this study can provide insight into the lifestyle of target customers of eco-friendly advertisements and message types used in advertisements. AcknowledgmentThis work was supported by the Kyonggi University Research Grant 2019.