Researchers examine the impact of corporate social responsibility on global online shopping

Online shopping is revolutionizing the way we access and buy products from international markets. Despite this growth, many consumers remain hesitant to buy goods from foreign companies due to trust issues, cultural differences and concerns about unfamiliar products.

A new study led by Assistant Professor Ha Kyung Lee of Chungnam National University investigates how global companies can overcome these challenges by simplifying and highlighting online shopping. corporate social responsibility (CSR) efforts.

Their paper was made available online on 28 August 2024 and was published in Journal of Retail and Consumer Services on November 1, 2024.

In this study, researchers analyzed the behavior of 1,033 online shoppers in South Korea and Japan. They found that companies’ social contributions, such as supporting environmental or social initiatives, strengthen the positive effect of online shopping on purchase frequency.

Professor Lee explains: “When consumers find it simple to shop online, they are more likely to buy global products. In fact, CSR initiatives significantly strengthen this link between online purchasing ability and purchasing frequency.”

One of the most surprising findings was the difference in consumer responses between South Korea and Japan. While Japanese consumers, who are generally less active in online shopping than South Koreans, showed a stronger response to CSR.

“For Japanese consumers, CSR cues likely helped reconcile their positive perceptions of online shopping with their reluctance to engage, making the influence of social contributions on purchasing behavior stronger in Japan than in South Korea,” says Prof. Lee.

This suggests that CSR can help build trust and overcome consumer hesitation, but that the effect of this could be influenced by cultural biases.

Companies can apply these findings by improving usability and transparency while incorporating CSR messages into their platform. This approach is especially important in markets where trust in foreign brands is still developing. For companies entering new markets, CSR can act as a strategic tool to increase consumer trust and overcome cultural or digital barriers.

Looking ahead, the study’s findings are likely to have long-term implications. CSR could act as a powerful tool when adapting strategies for countries with lower adoption of online shopping.

Prof. Lee concludes: “Over time, CSR could become a standard feature in global e-commerce, helping to overcome the digital divide and achievement online shopping accessible to more people”.