A Study on the Effect of Social Responsibility Activities on Trust and Continuous Behavior

Social responsibility should not be limited to the economic role of a company. By considering and addressing their social role, companies can contribute to the society they belong to, and this social responsibility of companies is becoming essential rather than being a choice of stakeholders. Companies seek alternatives to the root of social problems through their social responsibility. Through efforts to think about and solve these social roles, they are becoming essential for their companies to contribute to society and not just an optional choice for stakeholders. The essence of CSR is to observe the flow of new market society based on basic values such as social justice, environment, and human rights and expand businesses. This study aims to systematically investigate the relationship between social responsibility activities of companies and their impact on trust and sustained behavioral changes. To achieve the research objective, a survey was conducted among consumers interested in social responsibility activities, and SPSS 23.0 and Smart PLS 4.0 were used for hypothesis testing. The summary of the research results is as follows: all elements of social responsibility had an impact on trust. Firstly, economic responsibility had a significant impact on trust. Secondly, legal responsibility had a significant impact on !Just. Thirdly, ethical responsibility had a significant impact on trust. Fourthly, charitable responsibility had a significant impact on trust. Fifthly, environmental responsibility had a significant impact on trust. Lastly, trust had a significant impact on sustained behavioral changes. Through this study, companies should establish a systematic management plan and strategic planning to secure market competitiveness through social responsibility activities.