Preferencije i stavovi potrošača u odnosu na socijalne i ekološke dimenzije korporativne društvene odgovornosti

Abstract

Corporate social responsibility, as a business philosophy and managerial concept, is increasingly represented in contemporary business operations and marketing, as well as in the scientific literature in this field. The importance that consumers attach to different aspects of social responsibility when evaluating companies and products and making purchasing decisions, is determined by economic, sociological, institutional and technological development of the environment, differing in developed countries and emerging markets. The aim of this paper is to investigate how consumers perceive the responsibility of companies operating in the market of the Republic of Serbia and which aspects of social responsibility they perceive as crucial or more important. In order to examine how consumers perceive the social and environmental dimensions of corporate social responsibility, an empirical study was conducted, using the survey method. For the purposes of the research, the questionnaire was adapted from the similar studies in foreign countries, which enables a comparison of the importance of different dimensions of corporate responsibility with consumers from different markets. In addition to standard demographic questions, the questionnaire also contains questions related to different perception, beliefs and attitudes, as well as expectations of respondents' in relation to the social and environmental dimension of company responsibility. The results of the research showed that there is a significant correlation between the perception of environmental and social aspects of corporate social responsibility and consumer preferences, expressed in company's evaluation and intention to buy its products or services. One of the conclusions of the survey is that demographic characteristics of respondents determine this connection.