Abstract
Being close to consumers, retail chains have a considerable influence on the formation of social responsibility in society. By applying various means of encouragement, these entities try to draw the attention of consumers to problems in the society and encourage them to contribute to socially responsible activities. The aim of this research was to evaluate whether the means of promoting social responsibility applied in the biggest retail chains of Lithuania selling alimentary products have an influence on a consumer and encourage them to contribute to the promotion of the idea of social responsibility. Analyses of scientific literature, qualitative approaches based on 482 in-depth interviews, analyses of data obtained during the survey, mathematical–statistical analyses and comparative analyses were applied in this research. This article represents the results of the obtained research and emphasizes the main factors promoting and limiting the social responsibility of consumers. It was identified that the social responsibility of consumers in the field of environmental protection is formed by information provided by business entities, company images and other people surrounding the consumer. Social responsibility in the field of charity and support was influenced by information provided by business entities and other people’s opinions. Furthermore, the article concludes with the development of models showing which elements business entities should orient towards in order to promote the social responsibility of consumers in the field of environmental protection or charity and support. The compiled model can be used by all business subjects acting in the retail trade and trying to encourage users to become involved in socially responsible activities.
Highlights
It is increasingly observed in the scientific literature that the cooperation of all market participants, state authorities, business, non-governmental and other organizations, members of society, etc., is necessary to ensure the environmental and social well-being of society [1,2]
The legal framework and other rules related to the environment and other social activities established by state authorities have a significant impact on all market participants [3,4], it is noticed that this is no longer sufficient to ensure the well-being of society
In order to analyze the means of promotion of social responsibility used by business entities and give a proper evaluation of which means create the biggest contribution to the promotion of social consciousness of consumers and which of them limit their involvement, a hierarchical structure was created according to the four evaluation levels—dimensions, signs, criteria and indexes [69]
Summary
It is increasingly observed in the scientific literature that the cooperation of all market participants, state authorities, business, non-governmental and other organizations, members of society, etc., is necessary to ensure the environmental and social well-being of society [1,2]. The legal framework and other rules related to the environment and other social activities established by state authorities have a significant impact on all market participants [3,4], it is noticed that this is no longer sufficient to ensure the well-being of society. State authorities regulate business activity and promote involvement in socially responsible activities related to environmental protection, the creation of suitable conditions for employees, ethical behavior, etc. Business is affected by state authorities, and by the associated stakeholders who determine the degree of involvement of the business in this activity, including suppliers, shareholders, employees, consumers, etc. Business contributes more to environmental and social activities than the established legal framework defines to satisfy needs and create favorable conditions for business development (through image building, reputation improvement, etc.) [9].
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